GroupM-The worlds largest advertising media company,published Interaction 2017, an assessment of digital advertisement worldwide. In it’s This Year, Next Year report , worldwide media and marketing forecast, GroupM Predicts, out of every ad dollar spend in 2017, 77 cents would be spent on digital advertising, while TV wil capture 17 cents.
Digital advertising continue to grow as advertisers look to reaching out customers where ever they spend more time. Though digital marketing does face some challeneges around standards, measurement metrics, click frauds etc, it still scores over other media when it comes to data driven marketing.
Digital %Share Of Media Investment
Total Ecommerce Spend In USD
What remains as a challenge for TV demographics is the decline of 16-24 year old. Though the global population of 16-24 year old decreased by just one percent, the average tonnage of the 16-24 TV audience decreased by 16% and in some markets even down to 30%.
Some of the key pointers here would be the inadequate measurement of TV’s total audience across platforms and the continued growth of mobile device for video content consumption.
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