The Drum: Internet Ad Spend to Surpass TV for the First Time in 2017

Despite concerns over brand safety on Google, internet ad spend is expected to be higher than ever in 2017. According to Zenith Media’s new Advertising Expenditure Forecasts report , the global advertising expenditure will grow 13% and reach $205 billion in 2017. Online ad spend is predicted to be 36.9 percent of all ad spend, compared to 34% in 2016, shifting the top spend from television to internet advertising.

Social media advertising is leading the charge in terms of internet ad spend, and predicted to grow at 20 percent on average per year until 2019. The only thing that seems it could be stopping this growth is the lack of confidence advertisers currently have in Google from issues with ad misplacement and brand safety.

Zenith’s global brand president, Vittorio Bonori, is confident this crisis will be resolved. “Innovation is proceeding as fast as ever, and we believe that this is what will continue to drive brand growth for advertisers.”