Despite long hold on the top spot of the advertising investment, many have predicted the debacle of television as a preferred means of marketing managers to make way for the new environment par excellence, the digital. And it seems that the forecasts will be met sooner than it seems because in 2016, according to the International Ad Forecast prepared by the consulting WARC most Internet ad spending will be.
forecast increased investment in Internet 15.6% to 135,900 million euros this year and 12.7% to 153,100 million in 2016. While growing digital media, television suffer a decline advertising investment of 0.9% this year but an increase of 3.1% is expected next year. By then, the advertising investment in television will be 149,400 million which will mean 3,700 million less than the amount spent on Internet.
The market where leading Internet ad spending is UK with an expected $ 233 per capita in 2016, followed by countries like Australia ($ 225), USA ($ 202), Canada ($ 118) and Germany ($ 97).
With regard to the other media analytics WARC predict an increase in advertising investment in the medium film with an increase of 3.3% and outdoor advertising at 2.4%. The media will continue its descent remain the newspapers, magazines and radio with a decline of 5.8%, 7.4% and 0.1% respectively.
Warc analyst, James McDonald says that part of the enormous growth of the Internet, which reaches record levels, is the rise of mobile devices and strategies of marketing managers target these devices.
“Although television continues to command a lot of revenue in the coming years, the target of the Internet will be an attractive element for marketing managers especially when tools are more accurate return, “says McDonald.
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