Programmatically targeted display ads unseated search ads as No. 1 Internet platform this year, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017. Display includes banners, online video and social media. Data-driven, programmatic advertising networks automatically deliver targeted ad to segmented audiences and individuals.
Traditional banners are considered statically delivered, and not targeted as with programmatically delivered advertising. Traditional banner adspend has been flat at about US$30 billion since 2014. Online video adspend is expected to surpass traditional banners’ adspend in 2018.
Display advertising is expected to account for US$121 billion in adspend by 2019, compared with about US$105 billion for search. Meanwhile, social media advertising has surged since 2014, and is expected to hit US$58 billion by 2019, according to Zenith.
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