Digital advertising on platforms such as Google, Facebook and Alibaba is set this year to overtake spending on traditional media for the first time, a historic shift in market share that has been accelerated by the coronavirus pandemic.
Excluding online ads sold by old media outlets such as news publishers or broadcasters, digital marketing is predicted to account for more than half the $530bn global advertising industry in 2020, according to GroupM, the media buying agency owned by WPP.
Separate forecasts released last week by Magna, part of IPG Mediabrands, also expect 2020 to be the year traditional media is upstaged.
The digital revolution in marketing under way since the millennium, when the internet accounted for under 2 per cent of spending, has transformed the ad market at a pace and scale that far outstrips the advent of television in the 20th century.
And there it is: “Digital advertising on platforms such as Google, Facebook and Alibaba is set this year to overtake spending on traditional media for the first time, a historic shift in market share that has been accelerated by the coronavirus pandemic.” https://t.co/lIUXv9kkre
— Alec MacGillis (@AlecMacGillis) June 23, 2020