Digital advertising will exceed traditional advertising in the U.S. this year, according to an eMarketer forecast -- growing 19% to $129.34 billion.
Traditional media spending -- including
TV, newspapers, and radio -- will decline 5%. It will drop from $114.84 billion in 2018 to $109.48 billion in 2019.
By 2021, digital advertising will grow to $172.29 billion, with
traditional media slipping to $104.32 billion.
This year, digital will represent 54.2% of total U.S. ad spending, while traditional media will garner 45.8%.
Mobile will account for
two-thirds of the digital total: $87.06 billion.
Google will command 37.2% of the business; Facebook,22.1%; Amazon, 8.8%; Microsoft Corp., (including LinkedIn), 3.8%; and Verizon, 2.9%. Rising
50% in revenues -- to $11 billion -- Amazon will see big share gains. It had a 6.8% total share of digital advertising spend a year ago.
TV will decline 2.2% to $70.83 billion, due to the
absence of Olympics and political advertising from the elections of a year ago. TV’s results exclude digital media spending.
Print advertising will drop 17.8%, while radio is expected to
sink 1.8%. Out-of-home will post the only gain in traditional media, up 1%.
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