Internet advertising to slow down to single digits in 2021: Zenith Report

However, Internet ad spend will exceed 50% of all global expenditure by 2021, the study reportedly states

e4m by exchange4media Staff
Updated: Jul 9, 2019 11:16 AM

Internet advertising will slow down to single digits in 2021, predicts a study from industry forecaster Zenith, according to media reports.  

Global advertising spend, meanwhile, is expected to grow 4.6% in 2019. Internet advertising would account for 52% of global advertising expenditure in 2021, says the report by Zenith, owned by French advertising group Publicis. Currently, 47% of the total global advertising spend accounts for internet advertising. But the growth rate is expected to slow down.

Reports quoted Jonathan Barnard, Head of Forecasting at Zenith, as saying that 2021 will be the first year of single-digit internet ad spend growth since 2001, the year the dotcom bubble burst.

The online ad market is expected to slow to just 9% as the market reaches maturity, well below a breakneck 17% growth rate recorded last year, the report reportedly mentions.

Global overall advertising spending is expected to rise by $28 billion in 2019, Zenith said. Half of this growth will come from the United States. China will be the next biggest contributor to growth, followed by Britain and India, Zenith said.

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