The King is Dead. Long Live the King.

According to eMarketing’s latest ad spend projection, digital ad spend will nudge ahead of TV in 2017.

According to the projections, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the US in 2017. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending.

The report says TV will continue to grow by 2% in the near term, but by 2020, TV’s share will drop below one-third of total spend.

The digital growth is driven in large part by mobile which is expected to represents 63.4% of total digital ad spending in the US this year. ┬áThis isn’t surprising in light of the fact that in May 2015, Google reported that mobile search had surpassed desktop. Of course, we don’t need Google to tell us mobile is a tsunami of online activity. ┬áJust look around any restaurant at all the people on their smart phones.

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