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Spending on Internet advertising will be more than on television commercials for the first time in 2017, according to ZenithOptimedia.
The trend forecaster said it expected Internet advertising to grow at more than three times the rest of the industry in 2016, driven by demand for ads on social media, online video and paid search. Zenith had originally said in December it expected ad-spending online to overtake TV in 2018.
“The global economy faces clear challenges,” Zenith said… “but advertisers’ confidence has remained largely unshaken, and our forecasts for global growth in 2016 have barely changed since we published our last forecasts in December.”