Enders Analysis released this research Today:
The years 2014 and 2015 have seen outstanding real growth of 13% in display advertising spend.
Although we cannot rule out a recessionary downturn, we project further 11% growth during 2016-2018, but at a slowing rate as display spend continues to benefit from relatively benign economic conditions.
A sizeable chunk of the display growth reflects a shift from non-display. However, the most dramatic change in the present decade is the total reversal of the balance in display market share between press and the internet: 75% press/25% internet in 2010; 25% press/75% internet in 2018. Nor will the shift be over in 2018.Meanwhile, we expect other display categories – television, out of home, radio and cinema – to see advertising spend grow at close to the market average.
As yet, we have seen no signs of television advertising spend suffering due to the decline in viewing among younger age groups and emergence of digital video. If anything, evidence points to the contrary.If you would like to purchase this report or to discuss a subscription to Enders Analysis, please contact [email protected].
