A host of digital formats - including social media in-feed ads, paid content, online video and native advertising - are helping to fuel the growth in global advertising, according to the latest adspend forecasts from Zenith.
Between 2016 and 2019 Zenith said the ’innovative’ digital ad formats will drive 14% annual growth in total display advertising - a category that still also includes traditional banner ads.
Total display expenditure will rise from US$84bn to US$126bn over this period, accounting for 64% of all the growth in global ad expenditure. By 2019 total display will account for 50.4% of internet advertising expenditure, exceeding 50% for the first time. For the UK, Zenith forecasts total display to grow by 5% a year to 2019, when it will account for 37% of internet advertising expenditure.