WPP’s GroupM has now released its global forecast for advertising and it confirms that the market is being driven by what it calls the world’s big “digital first” companies – Alibaba, Alphabet, Amazon, Booking.com, eBay, Facebook, IAC, JD.com, Netflix, Uber etc – $36 billion in spending.
Digital now accounts for 52 per cent of adspend, more in markets like the UK and China. Adspend as a whole is forecast to rise four per cent in 2020.
Of this $230bn in adspend an astonishing $175bn goes into the already well-stuffed pockets of Facebook and Google with others including Microsoft, Amazon, Verizon, Twitter and Snap picking up most of what’s left – $25-30bn.
There’s hope for TV though, with TV adspend forecast to rise 1.8 per cent in 2020, fuelled by internet-enabled devices, now qccounting for 15 per cent of TV spend and growing by 30 per cent a year.
The full report is here.