Ad costs in the major media will expand at a lower rate for digital media in the U.S. than for so-called "traditional media," according to estimates released today by the World Federation of Advertisers (WFA).
The WFA's "Outlook 2020" report, which analyses data supplied by Publicis Media's Zenith unit, shows U.S. digital ad costs rising only 2.8% in 2020, down from an increase of 3.0% in 2019.
Prices for offline media, by comparison, will expand 5.2% in the U.S., which is up from a 4.7% rate of inflation in 2019.
Digital ad prices will actually expand faster than offline media worldwide in 2020, according to the report.
An interactive version of the report's data can be accessed here.