Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending. And digital’s growth doesn’t show any signs of slowing down. By 2020, total digital ad spending will rocket to $1.05 billion, while television will inch up to $77.17 million. For its part, broadcast radio, which only includes over-the-air advertising and does not take into account its fast-growing off-air and digital revenues, is expected to account for 7% of all ad spending in 2017 and its share will drop to 6.1% by 2020.
Overall, eMarketer expects total U.S. advertising spending to increase 4.8% to $201.32 billion in 2017; Among digital media platforms, mobile’s share of ad spending will continue to rise steadily, growing from 10.9% in 2014 to 32.9% by 2020. Mobile advertising is expected to hit $52.76 million in 2017 and grow to $77.10 by 2020.
Digital video advertising is also on a hot streak, with projections to hit $11.72 million next year and burgeon to $16.69 million by 2020. And while TV’s share is slowly eroding, the medium is still a top buy for many advertisers. “We still expect positive growth for TV ad spend, driven by political advertising and the summer Olympics,” eMarketer senior forecasting analyst Martín Utreras said in a news release. “However, we see more ad dollars flowing to digital as a way of optimizing spending in what may be a challenging economic year.”
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