September 27, 2018
Industry Comment: Search & Social to Be Driving Force Behind Global Ad Spend Growth
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 (£16.8bn) and USD$28bn (£21.3bn), respectively. The ‘internet display’ 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 (£33.5bn) to the global growth in ad spend up until 2020, representing a 23.4% share of total global ad spend by this time
ExchangeWire asked industry experts to share their views on Zenith’s forecasts and what it spells for the future of global advertising growth.