Internet advertising

In 2016 global Internet advertising revenue will surpass TV advertising

While total Internet advertising revenue will surge at an 11.1% CAGR to reach US$260.4bn by 2020, the full potential of the sector will remain unfulfilled, as consumers turn to ad-blocking to overcome their frustrations over ads’ impacts on their loading times and data consumption. More positively, programmatic advertising has grown rapidly, with more than half of digital ads in mature markets now traded automatically – opening the way to better targeting of premium ads.

Mobile advertising will be one of the big growth stories through 2020 – but won’t come to dominate the Internet advertising market

While mobile advertising will grow at a CAGR of 19.6% to US$84.8bn in 2020, reflecting the ubiquity of mobile in consumers’ lives, mobile’s share of total global Internet advertising will still be just 32.6% even in 2020. Until the measurement and user experience of mobile ads improve, advertisers will stick with traditional media and other forms of Internet advertising, notably search.

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Contacts
Pauline Orchard
Global entertainment and media marketing leader
Tel: +44 (0) 20 780 49783
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Nicholas Braude
Global TICE Public Relations
Tel: +1 (857) 248 1323
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Deborah Bothun
Global entertainment and media leader
Tel: +1 (213) 217 3302
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