{"id":94327,"date":"2020-06-23T17:05:01","date_gmt":"2020-06-23T21:05:01","guid":{"rendered":"http:\/\/kendallharmon.net\/?p=94327"},"modified":"2020-06-23T18:56:58","modified_gmt":"2020-06-23T22:56:58","slug":"ft-digital-ad-market-set-to-eclipse-traditional-media-for-first-time","status":"publish","type":"post","link":"https:\/\/kendallharmon.net\/?p=94327","title":{"rendered":"(FT) Digital ad market set to eclipse traditional media for first time"},"content":{"rendered":"

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.<\/p>\n

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.<\/p>\n

Separate forecasts released last week by Magna, part of IPG Mediabrands, also expect 2020 to be the year traditional media is upstaged.<\/p>\n

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.<\/p>\n

Read it all<\/a>.<\/p>\n

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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<\/a><\/p>\n

\u2014 Alec MacGillis (@AlecMacGillis) June 23, 2020<\/a><\/p><\/blockquote>\n