Advertising spending - additional information
Advertising can utilize almost any form of media to meet its needs. Mediums including print, television, radio, cinema, outdoor, mobile and digital have all been targeted by advertisers. Global advertising spending has been constantly increasing since 2010, and is forecast to round up to nearly 548 billion U.S. dollars in 2017. Due to advances in technology and consumer preferences, not all mediums are as heavily invested in as others. As of 2016, television was still considered the most important medium for advertisers, accounting for an estimate of 35.5 percent of total media ad spend in 2016. According to the source, desktop internet and mobile internet accounted for 18.9 percent of the total ad spending and 15.2 percent respectively. Internet expenditures are projected to record a growth of 13.3 percent in 2017.
Digital advertising spending worldwide – which includes both desktop and laptop computers as well as mobile devices – stood at an estimate at 194.6 billion U.S. dollars in 2016. This figure is forecast to constantly increase in the coming years, reaching a total of 335 billion U.S. dollars by 2020. Mobile internet advertising is a heavily invested sub-sector of the digital advertising industry. Mobile internet advertising spending is forecast to increase from an estimate of 109 billion U.S. dollars in 2016 to just over 247 billion U.S. dollars in 2020. Following this pattern, mobile advertising spending in the U.S. is also forecast to grow in the coming years. Mobile ad spending in the U.S. is projected to approximately double between 2015 and 2019.