{"id":1056,"date":"2018-09-27T15:19:47","date_gmt":"2018-09-27T15:19:47","guid":{"rendered":"http:\/\/v2.openx.local\/news\/industry-comment-search-social-to-be-driving-force-behind-global-ad-spend-growth\/"},"modified":"2022-03-13T05:27:48","modified_gmt":"2022-03-13T05:27:48","slug":"industry-comment-search-social-driving-force-behind-global-ad-spend-growth","status":"publish","type":"news","link":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/","title":{"rendered":"Industry Comment: Search &#038; Social to Be Driving Force Behind Global Ad Spend Growth"},"content":{"rendered":"\n<p>Zenith released its latest ad expenditure report on Monday, 24 September, finding, perhaps surprisingly to some, that paid search and social media will be the main drivers of global growth between 2017 and 2020, growing by USD$22bn (\u00a316.8bn) and USD$28bn (\u00a321.3bn), respectively. The \u2018internet display\u2019 sector, which includes social media and online video, is set to be the biggest overall driver of growth over the same period, contributing over USD$44bn (\u00a333.5bn) to the global growth in ad spend up until 2020, representing a 23.4% share of total global ad spend by this time<\/p>\n\n\n\n<p>ExchangeWire asked industry experts to share their views on Zenith\u2019s forecasts and what it spells for the future of global advertising growth.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.exchangewire.com\/blog\/2018\/09\/27\/industry-comment-search-social-will-be-the-driving-force-behind-global-ad-spend-growth\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read the Full Article<\/a><\/p>\n","protected":false},"author":2,"featured_media":1655,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[45,43,24],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Industry Comment: Search &amp; Social to Be Driving Force Behind Global Ad Spend Growth<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Industry Comment: Search &amp; Social to Be Driving Force Behind Global Ad Spend Growth\" \/>\n<meta property=\"og:description\" content=\"Zenith released its latest ad expenditure report on Monday, 24 September, finding, perhaps surprisingly to some, that paid search and social media will be the main drivers of global growth between 2017 and 2020, growing by USD$22bn (\u00a316.8bn) and USD$28bn (\u00a321.3bn), respectively. The \u2018internet display\u2019 sector, which includes social media and online video, is set [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/\" \/>\n<meta property=\"og:site_name\" content=\"OpenX\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OpenX\/\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-13T05:27:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@OpenX\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/\",\"url\":\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/\",\"name\":\"Industry Comment: Search & Social to Be Driving Force Behind Global Ad Spend Growth\",\"isPartOf\":{\"@id\":\"https:\/\/www.openx.com\/en-gb\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png\",\"datePublished\":\"2018-09-27T15:19:47+00:00\",\"dateModified\":\"2022-03-13T05:27:48+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#primaryimage\",\"url\":\"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png\",\"contentUrl\":\"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.openx.com\/en-gb\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"News\",\"item\":\"https:\/\/www.openx.com\/en-gb\/news\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Industry Comment: Search &#038; Social to Be Driving Force Behind Global Ad Spend Growth\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.openx.com\/en-gb\/#website\",\"url\":\"https:\/\/www.openx.com\/en-gb\/\",\"name\":\"OpenX\",\"description\":\"Industry-leading technology, premium service, and huge scale make us the world&#039;s most dynamic exchange for data and identity \u2014 whether cookies are here or not.\",\"publisher\":{\"@id\":\"https:\/\/www.openx.com\/en-gb\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.openx.com\/en-gb\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.openx.com\/en-gb\/#organization\",\"name\":\"OpenX\",\"url\":\"https:\/\/www.openx.com\/en-gb\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.openx.com\/en-gb\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.openx.com\/wp-content\/uploads\/2021\/09\/logo-openx.png\",\"contentUrl\":\"https:\/\/www.openx.com\/wp-content\/uploads\/2021\/09\/logo-openx.png\",\"width\":1200,\"height\":628,\"caption\":\"OpenX\"},\"image\":{\"@id\":\"https:\/\/www.openx.com\/en-gb\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/OpenX\/\",\"https:\/\/x.com\/OpenX\",\"https:\/\/www.instagram.com\/openxlife\/\",\"https:\/\/www.linkedin.com\/company\/openx\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Industry Comment: Search & Social to Be Driving Force Behind Global Ad Spend Growth","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/","og_locale":"en_GB","og_type":"article","og_title":"Industry Comment: Search & Social to Be Driving Force Behind Global Ad Spend Growth","og_description":"Zenith released its latest ad expenditure report on Monday, 24 September, finding, perhaps surprisingly to some, that paid search and social media will be the main drivers of global growth between 2017 and 2020, growing by USD$22bn (\u00a316.8bn) and USD$28bn (\u00a321.3bn), respectively. The \u2018internet display\u2019 sector, which includes social media and online video, is set [&hellip;]","og_url":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/","og_site_name":"OpenX","article_publisher":"https:\/\/www.facebook.com\/OpenX\/","article_modified_time":"2022-03-13T05:27:48+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@OpenX","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/","url":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/","name":"Industry Comment: Search & Social to Be Driving Force Behind Global Ad Spend Growth","isPartOf":{"@id":"https:\/\/www.openx.com\/en-gb\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#primaryimage"},"image":{"@id":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#primaryimage"},"thumbnailUrl":"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png","datePublished":"2018-09-27T15:19:47+00:00","dateModified":"2022-03-13T05:27:48+00:00","breadcrumb":{"@id":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#primaryimage","url":"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png","contentUrl":"https:\/\/www.openx.com\/wp-content\/uploads\/2022\/03\/logo-exchange-wire.png","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/www.openx.com\/en-gb\/news\/industry-comment-search-social-driving-force-behind-global-ad-spend-growth\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.openx.com\/en-gb\/"},{"@type":"ListItem","position":2,"name":"News","item":"https:\/\/www.openx.com\/en-gb\/news\/"},{"@type":"ListItem","position":3,"name":"Industry Comment: Search &#038; Social to Be Driving Force Behind Global Ad Spend Growth"}]},{"@type":"WebSite","@id":"https:\/\/www.openx.com\/en-gb\/#website","url":"https:\/\/www.openx.com\/en-gb\/","name":"OpenX","description":"Industry-leading technology, premium service, and huge scale make us the world&#039;s most dynamic exchange for data and identity \u2014 whether cookies are here or not.","publisher":{"@id":"https:\/\/www.openx.com\/en-gb\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.openx.com\/en-gb\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.openx.com\/en-gb\/#organization","name":"OpenX","url":"https:\/\/www.openx.com\/en-gb\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.openx.com\/en-gb\/#\/schema\/logo\/image\/","url":"https:\/\/www.openx.com\/wp-content\/uploads\/2021\/09\/logo-openx.png","contentUrl":"https:\/\/www.openx.com\/wp-content\/uploads\/2021\/09\/logo-openx.png","width":1200,"height":628,"caption":"OpenX"},"image":{"@id":"https:\/\/www.openx.com\/en-gb\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/OpenX\/","https:\/\/x.com\/OpenX","https:\/\/www.instagram.com\/openxlife\/","https:\/\/www.linkedin.com\/company\/openx\/"]}]}},"_links":{"self":[{"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/news\/1056"}],"collection":[{"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/users\/2"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/media\/1655"}],"wp:attachment":[{"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/media?parent=1056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/categories?post=1056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.openx.com\/en-gb\/wp-json\/wp\/v2\/tags?post=1056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}