Apr 21, 2015 | < 1 Smartphones and tablets continue to dominate our lives as we rely on these mobile devices to view content, research products, purchase goods, and access information. Our reliance on mobile devices will drive up digital ad spend market share over the coming years.
According to a recent study by Carat, digital ad spend will capture 25.9% of the global market share by 2016. Digital ad spend is projected to represent 23.9% of the market in 2015. This puts digital solidly in second place behind only television in the battle for share of ad spend. Television ad spend is expected to capture 42.2% share in 2015 and 41.7% share in 2016.
Other media options are expected to decline or maintain share from 2015 to 2016. Magazines and newspapers are both expected to see declining share with magazines dropping from 6.9% share in 2015 to 6.4% share in 2016. Newspapers will continue to decline as well with 12.8% share in 2015 and 11.8% share in 2016. Look for radio, cinema and outdoor all to maintain their share of market through 2016.
