Going Inside The Digital Numbers
It’s well documented that 2017 was the year Digital surpassed TV in US Ad Revenue. Digital spending grew at a torrid pace in 2017, increasing 21% YoY to $88B. Mobile spending was the primary driver of this growth, increasing 36% to $50B. Amazingly mobile now accounts for 57% of all digital spending in the US.
Besides just the topline numbers it’s fascinating to see how the spending breaks down by channel. Search still commands a whopping $40B of the digital total. This is exactly why there’s so much focus on voice-based search right now – such a huge budget pool to disrupt. Trusty old banner ads are still holding strong at $27B, but you’ve gotta figure that total will start to come down over the next few years as the digital world goes screenless. Digital Video still has a long runway to grow with just under $12B in 2017 spending. And you can really see opportunity in the relatively nascent Digital Audio sector which only billed $1.5B in 2017.
Great numbers to sink your teeth into. I’m guessing we’ll see more of the same growth trends over the next few years.