Zenith has announced its advertising spend forecasts, which predicts a rise in global Internet advertising’s ad spend.
Publicis-owned company, Zenith Media estimates a bunch of new statistics that are related to advertising spends on internet. For instance, the company says that it estimates a further growth of 3.8% in the internet adspend in UK market next year, compared to the 1.8% growth for the UK market on the whole. By 2020, Zenith expects internet advertising to account for 64% of total adspend in the UK.
The ascendance of internet advertising throughout the UK far outstrips the global average. It is said that the value will rise from $203bn in 2017 to $225bn in 2020. The most advanced/eligible markets for internet advertising are UK and Sweden, followed by Australia, Canada, China, Denmark, Norway and Taiwan.
According to Zenith the proprietary Touchpoints ROI Tracker tool, which is designed to compare internet ad spend to “internet brand experience”, has found that ROI has now caught up with spend.
Moreover, the company believes the Internet will account for 94% of the growth in adspend between 2017 and 2020, shared between Facebook and Google, and the other Chinese platforms called Baidu, Tencent and Alibaba. As these five platforms increased their share of global internet adspend from 61% to 72% between 2014 and 2016, and captured 83% of the growth in internet adspend over that time.
Vittorio Bonori, Zenith’s Global Brand President says,
We are seeing a battle played out in business, marketing and media between big players and small players. Growth is coming from big countries and big cities, and being captured by big platforms. Brands should focus on upstream strategy, data-informed UX planning and downstream automation.
To conclude, we’d also like to add the comments of Jonathan Barnard, who’s currently the Head of Forecasting and Director of Global intelligence at Zenith. He says,
Internet advertising is the biggest advertising medium in the world and the biggest driver of growth. Our unique research shows that brands are starting to use it effectively after struggling to adapt over the last few years.