Digital marketing business WARC has made its forecast for 2019, predicting a 4.3 per cent increase in global advertising spending, but with an Internet ad spend decrease of 7.2 per cent.
The forecast, based on data from 96 countries, predicts that the global advertising spend will balloon to US $616 billion.
This follows on from a 5.4 per cent rise in 2018 — the strongest growth since 2011 — according to WARC’s latest Global Ad Trends report, published yesterday.
Despite healthy top line growth, the research suggests that total internet adspend — inclusive of desktop, mobile and tablet — will decline by 7.2 per cent this year beyond the Google and Facebook ‘duopoly’.
Conversely, ad income for the two online giants is expected to rise 22 per cent to US $176.4 billion, equating to a combined share of 61.4 per cent of the online ad market (up from 56.4 per cent in 2018).
WARC data editor and author of the research James McDonald observed: “While advertising investment is stable at the top line level – maintaining a 0.7 per cent share of global GDP since 2011 — the market’s undercurrents have changed dramatically in recent years.
“The amount of ad money available to online publishers beyond Google and Facebook is now in decline, and the repercussions are potentially far-reaching, with several high-profile announcements of job cuts seen among online publishers already this year.
“Print publishers have already been severely hit by the migration of ad dollars online, and while traditional media excluding print have fared admirably to date, their collective take of ad investment is also trending downwards”.
Internet is the driving force in global advertising growth, with spend expected to rise 12.1 per cent to US $287.4 billion worldwide this year.
This would give internet a 46.7 per cent share of media spend globally, but in the US — the world’s largest ad market — internet is expected to account for over half (54.0 per cent) of all media spend for the first time this year.
This prediction also falls in line with the forecast made by research firm eMarketer.
Within internet, mobile adspend is expected to rise 21.9 per cent to reach US $165.7 billion in 2019, placing it as the second-largest ad channel worldwide across 96 markets.
Across WARC’s 12 key markets, however — Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, UK, US — mobile is predicted to overtake TV to become the largest ad channel this year.
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]
Tangram has announced that they have signed a partnership with monday.com. the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based monday.com and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. monday.com […]
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]