Digital advertising to make up 52% of global ad spend by 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 08, 2019, 6:29 AM UTC

This will grow from 44% in 2018.

As per Zenith’s Advertising Expenditure Forecasts, global internet spending is set to account for 47% of all ad spending in 2019. It is forecasted to reach 52% in 2021. Global ad spend is estimated to go up by US$28 billion in 2019.

Half of this growth would be contributed by the US market. The report added that as the market matures, the growth rate of digital ad spending is expected to go from 17% in 2018 to 12% in 2019 to 9% in 2021.

The report predicts paid search’s growth rate to slow to 7% in 2021. Broadcast TV ad revenues are forecasted to shrink from US$184 billion in 2018 to US$180 billion in 2021.

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