An upward trend that will continue over the next few years and is already evident in markets such as Sweden, where 61.5% of advertising was digital in 2018 and received 2.5 billion dollars of investment; the United Kingdom (61.1% and 17.9 billion); Denmark (57% and 1.3 billion); Norway (54% and 1.1 billion); Russia (52.8% and 5.5 billion); Australia (51.3% and 6.3 billion) or the United States (51.4% and 107.5 billion).
Across WARC's 12 key markets - Australia, Brazil, Canada, Chinabenin phone number France, Germany, India, Italy, Japan, Russia, the UK and the US - the internet is expected to account for 52.7% of media spend for the first time this year.
The figures also highlight the rapid growth of the digital medium in recent years. According to WARC, investment in the internet has grown 5 times faster than investment in non-digital media since 2010. advertising market has been generated in this period of time.
Mobile has now become the Internet device par excellence. Mobile advertising is expected to account for 58.8% of all digital spending this year, or $175.3 billion.
In terms of digital formats, display (which includes banners, rich media, sponsorships, online video and social media) is the one that contributes the most to the growth of digital advertising investment, representing 45.1% of online advertising expenditure in the 12 key markets.
Along with online display, half of ad spend growth has come from social media every year since 2015, and spending on this area in the US, China and the UK will account for 52.4% this year. Facebook, meanwhile, could reach 84.8% in the US, up 1.4% from 2018.