GroupM: global adspend has become a tech giant playground – but there’s hope for internet-connected TV

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.