Internet Poised To Be Biggest Ad Medium In 2016

Worldwide advertising spending will slow down in 2015 from previous estimates.

U.K.-based Warc, the marketing researching service, projects advertising spending to now rise 2.3%, due to concerns in the U.S. and China markets. It had projected a 4.8% growth, an estimate made in December.

In 2015, the U.S. will grow 1.4% and China will grow 9.0%, Russia will sink 13.1%. The biggest mover upward will be India, growing 16.1%.

The U.S. will continue to command the greatest share at 36.9%, followed by China at 19.3%; Japan with 8.9%; the UK at 5.6%; Germany at 5.5%, and Brazil and India each with 5.2%.

Worldwide TV advertising spending is forecast to drop 1.9% in 2015, but to rise 2.5% in 2016.

Internet advertising spending will continue to make sharp gains -- 16.1% and 12.9% this year and next. Warc says the Internet will become the largest medium for advertising in 2016. The Net is already the biggest ad platform in 6 of 12 major markets.

Magazines and newspapers will continue to suffer -- declining by 10.4% and 9.2% this year, respectively, and 7.4% and 5.8% in 2016.



7 comments about "Internet Poised To Be Biggest Ad Medium In 2016".
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  1. Nicholas Schiavone from Nicholas P. Schiavone, LLC, July 22, 2015 at 11:20 p.m.


    Must I say something about what appears to be Press Release journalism?

    Of course!  Please correct me if I am missing anything here.

    The Internet:  So much money; So little accountability; So few distinctions.

    Is the Internet a medium or a collection of media 
    that we have failed to differentiate effectively?

    Has there ever been such a wide gap between reality and imagination
    wrapped in illusions ...
    especially when it comes to the difference
    between ad media performance and ad media measurement?

    So when TV and Radio Programs are carried to the Public through Internet connections regardless of form (e.g., Broadband, DSL, 4G, etc.)
    is that transmission classidied as Internet Advertising
    if the audience sees the Broadcast or Cable TV Ads
    or hears the Broadcast Radio Spots
    on their laptops, iPhone or iPads, for example?????

    I guess what I assume to be a WARC Press Release
    did not disclose the answers to these critical questions.

    Sloppy data, even in the assumed WARC Press Release, would be a disservice to all persons exposed to the only thing that I can see that is really Internet Advertising: PR.  
    The Illlusion of Technology has come to pass...
    unless this press mess is cleaned up and the reality is filtered out of the data sewage.

    "Enquiring minds want to know."


  2. Ed Papazian from Media Dynamics Inc, July 23, 2015 at 8:07 a.m.

    Quite right, Nick. The Internet----I assume that means "digital media"----is not even close to becoming the top medium for branding advertising and wont be a contender for that "honor" for many years. I wish we would start making that very important distinction when citing releases on this particular subject. Take out the search, classifieds, direct response, sales service and all of the other non-branding ad dollars and you delete most of the ad spending on "The Internet".

  3. Nicholas Schiavone from Nicholas P. Schiavone, LLC, July 23, 2015 at 9:28 p.m.

    As always, Ed, so well expressed.  Wisdom and precison.

    Thank you for expressing what I meant with clarity, care and intelligence.

    So much for me to learn.


  4. Nicholas Schiavone from Nicholas P. Schiavone, LLC, July 23, 2015 at 10:58 p.m.

    Instead of addressing the critical issues raised about this report in the comments since July 22, your editors run this Wednesday AM story as Thursday AM lead.  
    That's irressponsible.
    It doesn't get better with repetition.
    It gets worse.
    Your readers deserve better or nothing.
    Spot the Press Release Journalism!  #StopPressReleaseJournalism
    Cc MediaPost,Editor-in-Chief

  5. Nicholas Schiavone from Nicholas P. Schiavone, LLC, July 24, 2015 at 1:58 a.m.


    You could have at least have provided helpful links as you often do.  Why not now?

    If you won't, I will.

    First, this must be your prime source...the press release:

    Second, I got the actual report for free by going here:

    Now, we're all on the same, I think.  If I am mistaken, please let us know.

    Time for some analysis, interpretation and technical criticism?  Hope so!

    Still waiting ...


  6. Nicholas Schiavone from Nicholas P. Schiavone, LLC, July 24, 2015 at 12:18 p.m.

    Dear Wayne,

    Ignoring me will not work.

    I shall not leave the "dialogue" until ready.

    You're not the boss of me.

    Remember, I am not now
    nor have I ever been ... .  


  7. Nicholas Schiavone from Nicholas P. Schiavone, LLC, August 5, 2015 at 12:16 a.m.

    Still here.

    Not losing interest in the issue


    Hope for you!

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