How Much Does Uber Spend On Advertising – In 2019, digital will account for 50.1% of total media ad spend worldwide thanks to strong growth from major digital ad sellers such as Google, Facebook, Alibaba and Amazon. Traditional channels will remain important, however, as advertisers begin to think more holistically about their advertising and marketing budgets.
Despite early warning signs of a global economic slowdown, the prospect of a recession isn’t keeping most advertisers up at night. Ad spending will continue to grow worldwide, with most of the growth being driven by digital technology. Additionally, overall media and digital ad spend growth rates will be weaker than they were in 2018, but this points to market transformation rather than budget cuts.
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“The advertising market is weaker than the economy, but we don’t think it’s because advertisers have stopped investing,” said Jonathan Barnard, head of forecasting at Zenith. “Instead, we think they’re investing in other areas like ad tech, data and e-commerce.”
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In 2019, worldwide digital ad spending will grow 17.6% to $333.25 billion. This means that digital will account for roughly half of the global ad market for the first time.
In some countries, including the UK, China, Norway and Canada, digital has already become the dominant medium for advertising. This year, the US and the Netherlands will join that group, with digital taking 54.2% and 52.6% of total ad spend, respectively. In Russia, half of the total investment in advertising will go to digital.
Meanwhile, in less developed countries such as those in Latin America and parts of Southeast Asia, digital ad investment will continue to lag traditional for the foreseeable future.
Google will remain the world’s largest seller of digital ads in 2019, accounting for 31.1% of global ad spending or $103.73 billion. Facebook will be No. 2, with $67.37 billion in net ad revenue, followed by China-based Alibaba, with $29.20 billion. Although Amazon is steadily edging out the Google-Facebook duopoly in the US, it will be a smaller player on the global stage, with $14.03 billion in ad revenue. (However, that still makes it the fourth largest seller of digital ads worldwide.)
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The continued shift towards digital advertising does not mean that traditional channels will be neglected in 2019. In fact, advertisers around the world are beginning to strategize how to effectively use both traditional and digital advertising and more closely reflect how their audiences consume media. It’s part of a larger trend of convergence within the entire marketing and advertising landscape.
“Brands continue to break down traditional marketing silos and think about the customer experience first,” said Sarah Whiteleader, vice president of media at US agency AMP. “It’s about traditional versus digital and paid versus owned.” They think holistically about how to reach consumers at all the different touch points in the full marketing ecosystem.”
Brad Sims, president and CEO of global business agency Gale Partners, agrees. “There is a real opportunity in 2019 for brands to tell sequential stories across media platforms in a progressive way,” he said. “They’re starting to think about how to build interesting narratives about their brand, rather than just bombarding people with the same message over and over again.”
But the road to cross-channel coordination is not easy and will not be a reality for many companies in 2019. An average of 28% of marketers worldwide identified websites, mobile apps and video advertising, common channels for advertising messages, as “siloed” in their organizations , according to Salesforce research from September 2018. That figure was higher for new marketing channels, like voice assistants and mobile messaging, but even some so-called traditional digital channels like email were above average.
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At the same time, however, Salesforce found that the average share of marketers who said they dynamically coordinate messages across channels rose from 28% in 2017 to 32% in 2018, confirming that advertisers are actively working on coordinated cross-channel engagement.
Achieving that goal will become even more important—and more difficult—as the number of marketing channels grows and the need to demonstrate return on investment (ROI) grows. In 2019, however, marketers will be better equipped than ever to meet the challenge. Armed with data to help them more fully understand the customer journey, they can better target their audiences and cohesively personalize messages across the marketing landscape.
“The past few years have been about data collection,” said James Towers, founder and lead digital strategist at Australia-Sweden-based agency 16K. “Now it’s more about making meaningful connections from that data.” Advertisers are wondering how they can use it to improve user experience or tailor an online message. And they’re learning that the more data they collect, the better connections they can make with their customers.”
This collection of PRO View reports includes eMarketer’s forecasts and analysis for digital ad spend globally and in key markets:
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How do marketers around the world describe their marketing cross-channel coordination? (% of respondents, by channel, September 2018) Worldwide digital ad revenue, Duopoly vs. Other*, 2019 (billion and % of total)
What’s most important to CMOs around the world next year? (% of respondents, by region, September 2018) What issues keep US CMOs and brand managers up at night? (% of respondents, January 2019)
Gain access to reliable data presented on clear and easy-to-understand screens for quick understanding and decision-making on the most important topics related to your industry. Marketers can still ‘sell snot’ rather than steak, but changes in the media landscape and consumer behavior mean that advertisers must constantly adapt their media strategies.
In the Raconteur infographic above, we can take a closer look at how global advertising spending has evolved over recent decades across the media sphere.
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Recently, all eyes have been on the digital realm — a trend that has coincided with the catastrophic decline of the print industry. As people migrated en masse to digital platforms in the 2010s, marketers were on their heels and the decline of print media began.
In 2014, TV ad spending suffered a similar fate, peaking at nearly $250 billion. However, despite a rather sharp decline, TV still remains the largest in terms of global advertising spend.
The decline of newspapers is shown dramatically in the figure above, beginning in 2007 before the financial crisis, and correlated with the rise in search engine ad spending. At a peak of $125 billion before the social media boom, newspaper advertising has never recovered.
In less than five years, internet ad spending has nearly doubled: $299 billion was spent on global internet advertising in 2019, compared to $156 billion in 2015.
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Reaching $160 billion in one year, digital display advertising – a broad category that includes banner ads, rich media, advertising and sponsored content, online video and social media – represented the largest global advertising spend in 2019.
Comparing all digital display ad spend in isolation to TV and newspapers, we can see the continued importance of the shift to digital advertising and how it is predicted to continue.
Looking at the main visualization, it’s clear that budgets have changed, with digital channels now accounting for more than half of all advertising spend.
Although digital spending has grown overall, search engine ad spending began to decline in the late 2010s, while social media and e-commerce media continue to grow. Impressively, between 2012 and 2020, the percentage of US senior marketing budgets allocated to social media more than doubled, increasing from nearly 9% to nearly 21%.
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“People share, read and generally engage more with any type of content when it comes through friends and people they know and trust”
Advertisers aren’t the only ones spending money online. Consumers are expected to spend more than $183 billion online as a result of the pandemic in 2020.
Not only have people shifted their focus from analog to digital. They also spend many of their waking hours in front of a screen.
As a result of the lifestyle changes of COVID-19, time spent watching digital video is expected to increase. According to eMarketer, digital video has increased among UK adults during the pandemic – to 2.75 hours, and almost 30 minutes a day in total video and TV screen time.
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Spending on social media and digital ads also matches the steady rise in global smartphone ownership and use.
In February 2019, for example, 81% of US residents owned a smartphone. By 2024, 291 million Americans (nearly 90%) are expected to use a smartphone.
In China, smartphone use has nearly doubled in 5 years—and is projected to exceed 3.4 hours per day by 2022. Statista estimates that there will be 1.13 billion smartphone users in China by 2025, accounting for nearly 14 % of the world population by 2025.
With billions of users spending hundreds of hours with their small screens every year, it’s possible that mobile-based ad spending — including on uber-popular apps like TikTok — will become even more commonplace.
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As a result of the pandemic, it is predicted that global advertising spending could fall by 8.1% this year. However, 53% of total global ad spend is expected to be online. And the rise of search, social media, video, e-commerce — as opposed to TV and print — is becoming clearer.
Although search ad spending has fallen recently, its growth over the past decade has been dramatic. With digital content consumption doubling since the start of the pandemic, growth in social, e-commerce and search ads
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