Digital advertising shows ‘few signs of slowing down’

The digital advertising industry shows few signs of slowing down, according to a paper by MarinSoftware, representing billions of dollars of annual ad spend on the Marin platform. The report, written by Brian Finnerty, discusses the top ten digital ad spend trends.

1. By the end of 2017, Google and Facebook owned 63% of the U.S. digital ad market and 54% of digital ad revenue worldwide, according to eMarketer. Whilst all signs point to continued dominance of “the big two” in 2018, Amazon is emerging as the next big player in digital advertising. In December, the Wall Street Journal reported that GroupM’s parent agency, WPP, may increase its spending with Amazon by 50% this year from $200 million in 2017. This would help push total spending on Amazon ads, by three of the world’s largest agencies to a collective $800 million a year.

2. Cisco expects video will represent 80% of all internet traffic by 2019. Not only that, but 64% of users are more likely to buy a product online after watching a video, according to comScore. YouTube has a secret weapon in the video battle: YouTubes’ TrueView has 93% ad viewability, and you only pay when a viewer watches 30 seconds of an ad.

3. Voice search has taken the consumer market by storm and the numbers are staggering. Amazon has sold over 20 million Echo units, with Google Home gaining ground and taking up to 24% of market share since it hit the scene in 2015.

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