According to the latest report by media agency Zenith, TV is still a powerful media tool which will attract advertisers globally, but digital is not far behind. Zenith’s Global Intelligence talks about eight key areas of focus for marketers over the coming year.
The report ‘2018 The Year Ahead’ said that the top 10 cities alone contributed 12% of all global ad spend growth in 2017 and that the top 725 contributed 60%. It added that consumers still spend more time with television than any other medium – it accounted for 37% of media consumption time in 2017. But internet consumption is catching up fast. Across desktop and mobile devices, internet use accounted for 31% of media time last year.
The report forecasts that between 2016 and 2019, ad spend in the ten biggest-contributing cities will grow by a total of $7.5 billion, representing 11% of growth over these years. Five of these ten cities are in the US, two are in China, and one is in each of Japan, Indonesia, and the UK.
Though television remains the largest media activity, internet advertising, particularly mobile internet advertising, will grow manifold, says the report.
The report forecasts that between 2016 and 2019, ad spend in the ten biggest-contributing cities will grow by a total of $7.5 billion, representing 11% of growth over these years. Five of these ten cities are in the US, two are in China, and one is in each of Japan, Indonesia, and the UK.
Though television remains the largest media activity, internet advertising, particularly mobile internet advertising, will grow manifold, says the report.
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