Digital Ad Trends & Predictions

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Digital Ad Trends & Predictions

• 2015 Online Advertising Recap
  • Social Ads
    • accounted for ¾ of clicks and 71% of spend in Q4 2015
  • 3 of 5
    • display conversions took place on a smartphone in Q4 2015, up 30% from Q4 2014
  • 3X Higher CTR
    • on search ads compared to social and display ads
  • Smartphone Growth
    • in year-over-year clicks (13%) and spend (11%)
• 2017 Predictions
  • Digital Ad Spend > TV Ad Spend
    • for the first time ever in 2017
  • $72.01 Billion in TV Ad Spend
    • 35.8% of total US media ad spend
  • $77.37 Billion in Digital Ad Spend
    • 38.4% of total US media ad spend
  • < 1/3 by 2020
    • TV’s share of US ad spend will drop below one-third by 2020
• Sources:
  • The Q4 2015 Performance Marketer’s Benchmark Report, Marin Software
  • Digital Ad Spending to Surpass TV Next Year, eMarketer, March 8, 2016