The increase in the use of mobile and programmatic has led digital advertising to continue ruling nearly all growth, when compared with traditional advertising. Online advertising recorded a 40% growth in 2014, a number which is expected to increase to 42% this year.
Research from Borrell Associates said that while some traditional media companies are only “selling a little digital stuff because it’s easy but not really believing there’s good money in it”, many brands have “seen the light” and are investing heavily in creating more digital offerings.
In 2015, these independent companies will account for nearly three-fourths of all digital advertising, elbowing out local media competitors who have tried for two decades to use their existing sales forces to also sell digital advertising.
The CEO of Borell Associates, Gordon Borell said.
He points out that traditional broadcast and print media are still of the biggest market forces concerning traditional advertising. They even accounted for over two-thirds of the entire advertising purchase by the end of 2014.
In 2015, it’s clear that targeted banners and video advertising are hot, and paid search and static display are not.
Borrell said, noting that targeted display has grown to a point that it will comprise 59 percent of all digital advertising this year.
The study also shows that 38 percent of all online advertising was delivered on a mobile device. The research predicts that this figure will likely go up to a whopping 70% come 2019.