Digital ad spend to reach USD$520 billion by 2023

New analysis by Juniper Research forecasts that total spend on digital advertising will reach USD$520 billion by 2023; rising from USD$294 billion in 2019.

This is an average annual growth of 15% over the next 5 years; driven by the use of AI-based programmatic advertising to deliver highly targeted ads.

Digital advertising includes online, mobile browsing, in-app, SMS, DOOH (Digital-Out-of-Home) and OTT (Over-the-Top) TV services.

The new research, Future Digital Advertising: Artificial Intelligence & Advertising Fraud 2019-2023 found that Amazon’s emerging digital advertising business, driven by its unparalleled consumer retail data, will drive the company to capture 8% of global digital ad spend by 2023.

This is forecast to rise from 3% in 2018. The report forecasts that Amazon’s advertising revenues will reach USD$40 billion by 2023; a growth of 470% from its advertising revenues in 2018.

The company will leverage its retail data and heavy investment in machine learning to offer efficient targeting via its advertising platforms, and attract users from the established duopoly of Google and Facebook. According to the study, Google’s advertising revenues will exceed USD$230 billion by 2023.

Despite this, it forecasts that the company’s global market share of digital advertising spend will fall 1% over the next 4 years due to the growth of competing platforms, including Amazon and Baidu.

The report anticipates advertising platforms will focus on increasing access to contextual advertising traffic data to maximize the efficiency of machine learning for targeting abilities.

As a result of these efforts, 75% of global online and mobile ads are forecast to be delivered via AI-based programmatic advertising by 2023.

Research author Sam Barker noted “Giving alogrithms access to the vast amounts of data generated by advertising traffic, including purchasing habits, user buckets and geographical location, is critical to enabling advertisers to secure a return on their ad spend.”

Source: Juniper Research

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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