Social media ad budgets continue to grow at ‘expense of print’, up 20% in 2019

Social media advertising will see 20% in ad spend boost in 2019 to account for 13% of all global spend.

This will see social media overtake print ad spend the first time, according to Zenith Media’s Advertising Expenditure Forecasts. Spend on sites like Facebook, Twitter and Instagram will grow by 20% in 2019 to reach USD$84bn, while combined newspapers and magazine expenditure will fall 6% to USD$69bn.

Social (13% of spend) sits behind TV (29%) and paid search (17%) – which breaches USD$100bn for the first time.

The report read: “Since it began in the mid-1990s, internet advertising has principally risen at the expense of print. Over the last 10 years, internet advertising has risen from 12% of total global spend (in 2008) to 44% (in 2018). Meanwhile, newspapers’ share of global spend has fallen from 25% to 8%, while magazines’ have fallen from 12% to 4.5%.”

Matt James, Zenith’s global brand president, said: “Social media advertising gives brands the opportunity to drive growth by using automated tools to optimise their campaigns for key business objectives.

“By using first-party data from their own websites to identify potential customers on social media, brands can convert consumers who are already on the path to purchase and target look-a-like audiences more effectively.”

Internet advertising will account for 52% of global adspend, up from 44% in 2018.

Globally, ad growth is expected to remain stable at 4.4%. Jonathan Barnard, head of forecasting at Zenith, said: “We have slightly downgraded our expectations for 2019 amid a marginally weaker trading environment.

“But growth should then remain steady out to 2021, powered by the robust US advertising market.”

In the UK, 2019 spend will be down to 3.3% growth, down from 8.7% in 2018.

source: /www.thedrum.com

TIME TO ENTER APPIES

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2024 to May 2025

SUBMIT YOUR ENTRY

MARKETING Magazine is not responsible for the content of external sites.


Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene