NEWS21 July 2015

Global internet adspend to overtake TV


UK — Total internet adspend is predicted to overtake television by as early as 2017 on a global level according to a report from FIPP, the Worldwide Magazine Media Association.

However, online TV and video advertising revenues will reach multi-billion dollar levels in 2017.

Global advertising revenues have grown by an average 5% year-on-year since the start of the recovery from the world financial crisis in 2010.

Total global adspend is now tipped to reach $700bn by 2019 with digital, and in particular mobile, fuelling much of that growth across regions. Internet advertising is already the dominant advertising platform in Australia, Canada, China, Czech Republic, Denmark, Estonia, Finland, Germany, Hungary, Ireland, Netherlands, Norway, Sweden, United Kingdom, and will add France and the United Arab Emirates in 2015.

By 2017, global growth in internet advertising will reach a critical mass where the medium will overtake television as the number one advertising category in terms of adspend globally.  

Search will continue to be the largest single component of internet advertising until 2019.

The FIPP Insight Report on Global Digital Trends was compiled from a number of sources, including Zenith Optimedia, PwC, MAGNA GLOBAL and GlobalWebIndex.