Internet to swallow majority of global media spend by 2020

The tipping point is coming: internet ad formats are set to account for over half of all media spend worldwide by next year if the current trajectory is maintained, WARC’s Global Ad Trends report reveals.

In eight major markets, including the three largest, internet advertising already takes the majority of media dollars. The $107.5 billion spent on internet ads in America made it the dominant medium for the first time last year, while the balance tipped in China and the UK during 2016.

Across WARC’s 12 key markets – Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, the UK and the US – internet is expected to account for over half of media spend for the first time this year, drawing 52.7% of combined media spend.

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