Internet advertising spend is expected to surpass that of TV for the first time in 2017, highlighting the urgency with which Google must properly address advertisers concerns over brand safety to allow for secure sustainable growth.
Zenith Media’s new Advertising Expenditure Forecasts report has predicted that global internet advertising expenditure will grow 13% to reach £163bn ($205bn) in 2017.
The tipping of the scales from television to online comes as internet advertising is predicted to attract 36.9% of all ad spend this year, up from 34% in 2016.
According to the report, the fastest growing component of internet ad spend will be social media, which will grow at an average rate of 20% a year to 2019 when it will hit £43.8bn ($55bn). Read MoreBack