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 firstname.lastname@example.org.
|MyersBizNetTomorrowToday2015 Advertising Spending Forecast|
|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|
|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 Legacy + Digital Advertising Spend 2015:||$181,100|
|Source: MyersBizNet TomorrowToday 2015 Official Marketing/Advertising Spending Data and Forecasts 2014-2020|