MERCADEO Versión en español
Magna Global Report: Advertising on Digital Media will exceed TV in 2016
9 de diciembre de 2015
EE UU continúa siendo el mayor mercado programático en términos de inversión a nivel mundial
In the U.S., advertising income of media owners increased 2.1% in 2015, reaching US$167 billion, and will increase again 5.2% in 2016. That is the conclusion of the latest research on the global advertising market carried out by Magna Global.Advertising sales in digital media increased 17%, reaching US$160 billion at a global scale in 2015 and it is estimated that in the U.S. it will position itself as the number 1 media category in 2016, with almost US$68 billion in ad sales (a 38.5% market share) versus US$66 billion for TV. A two figure increase is expected to take place again in 2016 boosted by mobile advertising (42%), video formats (35%) and social formats (31%), while banner formats will stagnate (2%) due to ad blocking and to the competition other formats represent.The global value of the display and video inventory commercialized in a programmatic manner will grow from US$14.2 billion in 2015 to US$36.8 billion in 2019. The U.S. continues to be the biggest programmatic market in terms of global investment with a huge margin, representing more than half of all the global programmatic investment. It is followed by the United Kingdom, Japan, China and Germany.
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