Where’s a Marketing Budget to Go?

Source: Statista

Creating content is the top goal for marketing pros around the world. According to figures compiled by communications and marketing agency Cognito, 61 percent of the 165 marketing leaders they interviewed for a survey named creating content as the area where more of their marketing budget will be invested in 2018. This makes sense, as in the previous report only 18 percent of respondents were happy with the content they could market.

Investor relations (71 percent) and public affairs (69 percent) featured in the two top positions of areas where investment will remain the same. The top loser according to the survey will be traditional advertising, with 40 percent of marketing leaders wanting to invest less.

These developments could have negative implications for traditional media outlets, as the volume of content published or disseminated by company marketers could more strongly compete with traditional publishing content. Diverting dollars from traditional advertising could also negatively affect heritage media ad revenue. This chart was first published by our partner FIPP.

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The State of the U.S. Advertising Market

According to PwC’s latest Entertainment & Media Outlook, online advertising in the United States is poised for further growth in the next few years. PwC estimates that internet ad revenue could grow to $116.2 billion a year by 2021, up from $86.4 billion this year.

Fortunately for traditional media outlets, i.e. TV and radio broadcasters, newspaper and magazine publishers, advertising is not a zero sum game and a dollar spent online is not necessarily pried away from a dying newspaper. In fact, traditional media outlets are profiting from the digital ad boom themselves.

As our chart illustrates, print publishers as well as TV and radio broadcasters are expected to generate a significant chunk of their ad revenue online by 2021.

The State of the U.S. Advertising Market

The Digital Ad Market Still Has Room to Grow

Source: Statista

Over the past decade, digital advertising has grown to become a huge business. Companies such as Google and Facebook rake in $10+ billion a year selling ad space on their various platforms and, just as the market as a whole, they show no signs of slowing down.

According to data from Statista’s Digital Market Outlook, search advertising is the largest piece of the digital advertising pie with global revenues amounting to $91 billion this year. Banner advertising ranks second with $43.5 billion in estimated revenue.

Statista’s analysts expect the digital ad market to grow at an average rate of 10.9 percent over the next five years, with social media and video advertising outpacing the overall market’s growth. For more insights and digital advertising trends, download the free market report “Digital Advertising: Banner”.

This chart shows estimated worldwide digital advertising revenue in 2016 and 2021.

Infographic: The Digital Ad Market Still Has Room to Grow | Statista
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