The advertising industry is probably one of, if not the, most frequently disrupted industries in the world. From its infancy in ancient civilizations to its modern form today, it has undergone a ton of paradigm shifts. Most of us have lived enough when television, radio, and print were the perfect trifecta. Advertisers and agencies favored their broad scope in the past. However, digital advertising is eating up market shares from traditional advertising today. Advertisers favor the accuracy in targeting and the real-time ability to gather data from digital media. In this article, we have compiled notable advertising statistics to help you become more updated on the field today and its possibilities in the future.
The global advertising industry is changing. The old continues its exit. The new is expanding its territory. Digital technology revolutionizes the way brands and consumers connect throughout the world. In this section, we have compiled notable global advertising industry statistics to place the US market in a larger context.
of ad trade value in PPP came from Asia
of global ad dollars were spent in North America
of global ad dollars focused in the United States
Source: World Advertising Research CenterDesigned by
Advertising remains to be a powerful industry. Ad spending is still on the rise because of the influx of new companies and technologies. For now, the top market still remains to be the United States when using purchasing power parity (PPP) value as the benchmark. However, the Asia-Pacific region is catching up and is likely to take the top spot in the next two years. Therefore, expect more advertising competition if you do business in the Asia-Pacific region.
The digital advertising market share has surely eaten up parts of the traditional platforms globally. However, traditional platforms have not gone away though. We can still see out-of-home advertisements in major thoroughfares and in populated intersections. In fact, television is still the preferred outlet for news considering the proliferation of fake news on digital platforms. In this advertising report, you will see that traditional media is taking a dip but make no mistake about it. It is not likely to disappear completely.
Globally, television is still king even though the digital advertising market size is catching up. Savvy marketers and advertisers still espouse an integrated marketing communications paradigm. As a result, advertisers will still spread out to their spendings on different channels to maximize reach. Traditional advertising’s problem has always been the lack of preferred accuracy in measurement and audience targeting. If you are part of a big company that wishes to penetrate new regions using some traditional advertising platforms, you should consider partnering up with local advertising agencies that are in tune with their local markets.
Digital advertising covers many mediums from product placements in online videos to PPC platforms. Programmatic trading was raking in much of the digital ad spending globally. But display ads are not really the best way to market your brand. This is especially so as pop-ups are intrusive and irritating. The digital advertising market share has grown and is expected to grow more. Below, we compiled recent advertising data to update you about the shape of advertising today.
of Google's total ad revenue came from digital adverts (2019)
of US adults have installed ad blockers (2017)
of US adults actively avoid website ads (2017)
of users don't trust banner ads and don't click on them (2015)
Sources: eMarketer, Forrester, SEO TribunalDesigned by
Banner ads and pop-ups are maybe the worst types of online ads. They can be a bit shady especially when they do not fit in the context of the content you are reading. There are many misleading advertising tricks that when found by customers will cause them to hate your brand. Therefore, advertisers are looking for more engaging ways to market their brands digitally.
The mobile advertising market size is continuing to rise. Online searches come more and more from mobile devices. As consumers move towards this medium, advertisers have done so as well. Here are some notable mobile advertising data and statistics.
Mobile advertising is just picking up but analysts expect its continued rise globally and in the US. Marketers and advertisers though have to be careful with how they use it though. Many times ads can get very annoying and interruptive. You don’t want to associate your brand with that feeling. Some of us probably have boycotted a company for being annoying. You wouldn’t want that happening with your brand.
So, where does advertising practice go from this juncture? It is easy to say right now that it is going to be more digital. But again, traditional media is not likely to just disappear. There is still a difference between holding an actual newspaper or report than with reading it online. We still go out of our homes and outdoor advertising is still there. Here are some predictions about the shape of advertising to come.
of advertisers have or plan to use data management software (2019)
share of digital ad in total ad spending in the US (2019)
The use of third-party data will increase by 30% in the next two years (2019-next two years)
Sources: Salesforce, eMarketerDesigned by
As the advertising market will increase, jobs will be created. Also, advertising and marketing are converging even further. As a result, more complex workflows arise. Therefore, the market will need insightful and technology-savvy professionals to support the demand for connecting brands and consumers. Attention is still a valuable commodity. Advertisers are most likely going to fight for it more on online and mobile advertising platforms with a mix of traditional media as well. Furthermore, we should expect the rise of other media in a hybrid format. Podcasts mix the attraction of radio with a digital platform. Advertisers should consider placements and sponsorships as this medium gets popular.
From what we can see now, digital advertising and mobile advertising, and in particular, are on the rise. As a result, technologies like mobile marketing software are in demand. However, experts warn us that just putting ads up is not enough. Audiences appreciate engaging ads and are averse to interruptions. Therefore, advertisers should partner up with publishers with content relatable to their brands. This could mean placements in podcasts and other influencers.
Still, it can be wise to set aside some budget for big-name influencers with millions of followers. But, you can also choose to target relatable nano-influencers or those with just thousands of followers for paid social media advertising. This is a form of niche advertising. As a result, messages will reach their intended audiences with higher accuracy.
As eMarketer suggested, big-name influencers may even have fake followers. In addition, their reach might be too broad as well as their content. If you sell a highly-specialized product or service, they might not be the best choice. Therefore, you should consider advertising with nano-influencers with loyal fanbases.
The time is ripe to scout for nano-influencers. These nano-influencers exist in many forms from social media personalities to podcasters. These could be websites with an affiliate advertising core.
Of course, “traditional” online advertising can also help you expand your reach, especially with search advertising. However, you are to round this out with an engaging social presence. However, both of them are totally different beasts. Clearly, search advertising is a pull-type of advertising while social media can be both pull audiences and push your brand actively to them. Therefore, your social media staff is expected to manage complex balancing acts in social networks. Most importantly, they should know what the right messages are, the best times to post on social media and the types of audiences you have.
Social networks are pretty dynamic. Also, interactions happen in real-time. Certainly, you will find it hard to switch between different platforms and engage different kinds of audiences at once. It is good to remember that social media management software can help you this.
Whether you are an agency or are part of the advertising or marketing team of your company, the next two years will likely set off new practices and challenges. Experts tell us that technology will be a big part of this change. Therefore, finding the right technology is key in today’s markets. You may still employ traditional media as your market requires. However, going online shouldn’t just be on your horizon. It should have been there years ago.
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