For detailed digital and legacy ad spending by media type, scroll down
Digital advertising spend will increase 24% to $54.5 billion in 2015 and will sustain average 21% annual growth through the end of the decade, according to new economic data published by MyersBizNet TomorrowToday. The total excludes search marketing, which is projected to grow 8.0% this year to $24.6 billion. The MyersBizNet total also excludes social marketing/promotional spending, which is forecast to increase 35% in 2015 to $9.2 billion, with average 24% annual growth through 2020. Including these two categories, 2015 digital media and marketing investments will total $88.3 billion.
The $54.5 digital advertising represents 30% of the total $181.0 billion that MyersBizNet projects marketers will invest in total advertising in 2015. MyersBizNet forecasts total advertising growth of 2.1% in 2015 and 9.1% growth in 2016, driven primarily by political and Olympics spending.
Digital advertising including search and social marketing represents 48% of the total advertising spend but only 15% of the total $570.5 billion in marketers' total communications investments, which include shopper marketing, trade promotion, event and direct marketing. Total legacy plus digital advertising represents 32% of all marketing communications investments. MyersBizNet forecasts digital advertising (excluding search and social marketing) in 2020 will increase to $137.5 billion, representing 52% of the total $263.5 billion marketers are projected to invest in advertising that year, the first year that digital ad spend will outpace legacy media ad investments.
MyersBizNet TomorrowToday members can access detailed 2014-2020 annual economic data and forecasts for 52 media and marketing communications categories at www.myersbiznet.com/economicforecasts or by e-mailing maryann@jackmyers.com.
MyersBizNet TomorrowToday 2015 Advertising Spending Forecast
MyersBizNetTomorrowToday2015 Advertising Spending Forecast | |||||
(000,000) | |||||
Category | Legacy Advertising | Digital Advertising | |||
$$ | % | $$ | % | ||
Broadcast Network TV | 16,328 | -5.8 | 2,403 | 25.0 | |
Cable/Satellite Network TV | 25,454 | -0.8 | 1,750 | 30.0 | |
Local & National Spot Broadcast TV | 19,321 | -12.3 | 1,176 | 12.0 | |
Local/Regional Cable TV | 4,660 | -8.2 | 205 | 20.0 | |
Broadcast Syndication | 2,036 | -6.0 | 136 | 12.0 | |
Cinema | 768 | 3.5 | 1 | 15.0 | |
Terrestrial Radio | 13,933 | -3.6 | 1,527 | 18.0 | |
Newspapers | 16,333 | -8.2 | 5,842 | 15.0 | |
Consumer Magazines | 12,344 | -6.8 | 2,672 | 24.0 | |
Out-of-Home/Place-Based (excl. cinema and OOH-V) | 7,124 | 1.8 | 779 | 20.0 | |
Branded Entertainment/Product Placement | 7,338 | 4.0 | |||
Online Originated Video Content Advertising | 3,688 | 60.0 | |||
Digital Place-Based Video(excl. cinema) | 1,029 | 6.2 | |||
Interactive/VOD & Addressable | 413 | 80.0 | |||
Internet Originated Audio | 1,646 | 35.0 | |||
Media Directed Social/Promotion/Native/Sponsorships | 10,218 | 12.0 | |||
Online Originated Display (Banner) | 7,047 | -6.0 | |||
Mobile & Apps (incl. Mobile Search) | 11,979 | 72.0 | |||
VideoGame Advertising/Virtual Currency | 1,990 | 12.0 | |||
Total | 126,600 | -5.2 | 54,500 | 24.2 | |
Total Legacy + Digital Advertising Spend 2015: | $181,100 | ||||
Source: MyersBizNet TomorrowToday 2015 Official Marketing/Advertising Spending Data and Forecasts 2014-2020 |