$72bn US Digital Ad Spend in 2016, Projected to Surpass TV
Harmelin Digital Contributer: David Farnoush
In a recent update, eMarketer is now forecasting the total US digital ad spend to surpass total US television ad spend for the first time in 2016. According to the media market research firm, US digital ad spend is expected to be just over $72bn dollars, which the company originally had slated for a 2017 milestone.
What this means for marketers: This significant growth in digital spend is primarily driven by mobile advertising. eMarketer expects significant growth in mobile ad spend (45.0%) totaling some $45.95bn by year’s end. To stay competitive in the industry, Harmelin will continue to recommend TV for optimal value and reach, while also focusing on the importance of digital, most notably mobile, as part of the marketing mix.