Social Media Advertising to Catch Up with Print Media, Splitting the Market Evenly in 2019

How do ads capture consumers' attention, and what should advertisers consider when placing them? One survey found that by 2020, global spending on social media will overtake that on traditional newspapers.

The internet market has become complex. Even looking only at online advertising and marketing, allocating resources is a considerable challenge, before even considering how online and offline efforts should work together. An advertising agency's report forecasts that global advertising spend on social media will grow by 20% in 2019 to US$50 billion, almost splitting the market evenly with traditional newspapers, and will even overtake the latter in 2020. Zenith's Head of Forecasting, Jonathan Barnard, said that social media and online video are the main drivers of global advertising spend.

The report notes that the media market has changed in recent years, with more advertising budgets shifting from traditional print media to online channels. This is also linked to more people going online via computers or mobile devices. Marketers have also observed that increasing investment in social platforms affects users' attention to news, and that the results are better than traditional banner ads.

Global advertising spend will grow by 4.4% in 2017, similar to the figure for 2016. However, the report stresses that 2016 saw major events such as the Olympics, the US presidential election and Brexit. As for online video advertising, its market value will reach US$35.4 billion in 2019, already surpassing radio advertising but still behind television advertising. On overall advertising spend, the report states that performance has been stable since 2010, though there have been downward adjustments in the Middle East and North America, while Asia and China have seen growth.

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