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Are you investing in online advertising? Should you be? The newest data from ZenithOptimedia gives us the most accurate look at where online advertising has come from and where it's going. Is mobile advertising the future? Or social media advertising? Should you still be investing in traditional advertising like newspaper, radio, and outdoor? Learn the answers in "Online Advertising by the Numbers: 2013-2016"
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Online Advertising by the Numbers:
2013 to 2016
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In 2014, online advertising will reach 121 billion dollars.
Are you investing?
Should you be?
Internet Ad Spend by Type 2013-2016
(in Billions)
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2013 2014 2015 2016
42.4
12.8
49.0 51.8
13.5
55.7
63.2
14.2
63.1
74.2
15.7
71.1
Total Display Classified Paid Search
This data indicates a substantial change in the level of trust that the consumer has for
industries - all of which has grown in the past 5 years.
The struggling economy created a genuine lack of trust in all sectors, something which
is decreasing as the economy grows.
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By 2016, internet display ads will overtake paid search ads at
$74.4 billion
versus $71.1 billion
What’s Interesting
This data indicates a substantial change in the level of trust that the consumer has for
industries - all of which has grown in the past 5 years.
The struggling economy created a genuine lack of trust in all sectors, something which
is decreasing as the economy grows.
ww
By 2016, remarketing and social media ads like Facebook’s will
own a higher percentage of the ad market than Google’s search ads.
Given that 95% of Google’s revenue comes from advertising, they’re going to have to find a
response.
In Layman’s Terms...
Overall Ad Spend since 2007
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Ad spend was down by 3% in 2013 and has dropped by 15% since 2007 (and the start of the
financial crisis).
However, it will grow by .7% in 2014.
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The Growth of Mobile Ads (% of total
Internet Ad Market)
2013 2016
13% 28%
What’s Interesting
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Mobile continues to be a small but fast-growing proportion of
business. In 2013, $13.4 billion was spent on mobile ads, some 13%
of all internet ad spend.
By 2016, that will rise to $45 billion, or 28% of total internet
ad spend
In Layman’s Terms
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By 2016, mobile advertising will be the world’s fourth-largest advertising platform, becoming
larger than radio, magazines and billboards.
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Social Media Advertising is
currently growing at 29%
per year.(I’ll just leave that there for a
bit…)
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Share of Global Ad Spend by Platform
2013
40.1%
18.1%2.7%
16.9%
7.9%
7.0%6.9% .5% Television
Desktop InternetMobile InternetNewspapersMagazinesOutdoorRadioCinema
Share of Global Ad Spend by Platform
2016
39.2%
19.5%7.6%
13.7%
6.4%
6.8%6.3% .6% Television
Desktop InternetMobile InternetNewspapersMagazinesOutdoorRadioCinema
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What’s Interesting
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Television is still outpacing the rest of the market in terms of total ad spend, and it will continue to do
so for years to come.
Even by 2016, there will still be a gap of more than 10 percentage
points
This data indicates a substantial change in the level of trust that the consumer has for
industries - all of which has grown in the past 5 years.
The struggling economy created a genuine lack of trust in all sectors, something which
is decreasing as the economy grows.
ww
Internet advertising will increase its share of the ad
market by about 7% in the next couple years, while newspapers and magazines will continue to shrink at an average of 1.5% a
year.
What Else is Interesting
Top Ten Ad Markets by Millions
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2013 Adspend 2016 Adspend
1 USA 167,299 1 USA 191,433
2 JAPAN 53,015 2 CHINA 57,374
3 CHINA 40,951 3 JAPAN 56,252
4 GERMANY 23,184 4 GERMANY 24,145
5 UK 20,448 5 UK 23,870
6 BRAZIL 16,380 6 BRAZIL 20,199
7 AUSTRALIA 13,118 7 AUSTRALIA 14,330
8 FRANCE 12,809 8 INDONESIA 14,213
9 CANADA 11,570 9 SOUTH KOREA 13,795
10 SOUTH KOREA 10,612 10 FRANCE 13,092
This data indicates a substantial change in the level of trust that the consumer has for
industries - all of which has grown in the past 5 years.
The struggling economy created a genuine lack of trust in all sectors, something which
is decreasing as the economy grows.
ww
The U.S. remains the biggest ad market, at more than three times the value of the next-biggest.
China and Indonesia (and Southeast Asia in general) will be the surging ad markets by 2016. Canada and France will
drop out of the top 10 by 2020.
What’s Interesting
Sources
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● http://www.zenithoptimedia.com● http://techcrunch.com
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