The amount of money spent on
social media advertising, which is expected to total 29 billion
dollars in 2016, will catch up with newspaper ad revenues by
2020, according to a leading forecaster.
The advertising agency Zenith Optimedia owned by French group
Publicis said Monday that ads on social media will be worth 50.2
billion euros in 2019, just 1% less than newspaper ads.
It said it expects social media to overtake newspapers the
following year.
Advertising for online videos is also forecast to grow by 18%
a year, with global ad spending totalling 35.4 billion dollars
in 2019, according to the agency.
Analysts said the increase in online video ad spending is
partly due to the improvement of displays on smart phones and
high-speed internet enabling video ads to complement television
commercials.
However, online video ads are not expected to rival TV
commercials, with the agency predicting they will total in 2019
only one-fifth of advertising spending for television (18%).
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