2017 is the first time Internet display advertising has surpassed paid search in global advertising expenditure, according to Zenith’s first-quarter 2017 advertising predictions. Display advertising on the Internet is forecast to grow 15% annually from 2016 to 2019. Display includes banners, online video and social media, driven largely by programmatic advertising, which automatically delivers targeting to audiences and individuals.
Online video is expected to grow 17% per year, while social media advertising is projected to grow 20% during the same time period. Meanwhile, the longtime frontrunner of Internet adspend, paid search, as well as a small but significant category, classifieds, are expected to grow 9 percent per year each between 2016 and 2019, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
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