LONDON --*Two big tipping points are coming in to view that will crown two decades of analog to digital advertising evolution.
- "We think internet advertising will overtake TV for the very first time in 2018," ZenithOptimedia forecasting head Jonathan Barnard*tells Beet.TV in this video interview. The move will be thanks to the growth in paid search.
- Within digital, mobile advertising, growing at 32% per year, will overtake desktop in the same year, to represent 50.2% of all internet advertising, according to ZenithOptimedia's latest Advertising Expenditure Forecasts.
"TV consumption is on the decline ... by about 2% a year," Barnard adds. "Online video is compensating for this -*consumption is rising by about 22% a year. (So),*overall consumption of audiovisual advertising is slightly on the increase."
ZenithOptimedia says television remains the best brand-building medium.*The forecast also expects:
- Programmatic will comprise 60% of all digital display in 2016, growing 34% in 2016.
- Audiovisual advertising will account for a record 48.4%of display advertising in 2015, up from 44.1% in 2010.
- Digital editions will help magazine publishers increase total ad revenues by 1.8% next year.
Interpublic Group's Magna Global made as similar prediction on the growth of digital. *
Here is the report*in The New York Times.
We interviewed Barnard in London earlier this week for our series "The Road to CES" -- our preview of trends and topics to be discussed in January in Las Vegas. *For more videos from the series, please
visit this page. * The series is sponsored by YuMe.
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