Digital Advertising and Marketing: $160B in 2020
Total digital advertising and marketing investments are forecast to increase to $160 billion in 2020 from $36 billion in 2012, according to a new report issued by Jack Myers Media Business Report. With average annual compounded increases of 25.4% between 2013 and 2015, and 17.7% annual increases between 2016 and 2020, every media and marketing category is positioned to benefit from digital growth, except yellow pages directories. Digital advertising and marketing growth is forecast by Myers at 25.9% in 2013, compounding 25.3% growth in 2012. While legacy media categories such as network television and magazines are positioned for significant increases in revenues that enable them to compensate for declines in traditional ad revenues, the primary beneficiaries from digital expansion are social marketing, online originated video content, mobile and apps advertising, and interactive TV advertising. Myers' search marketing forecasts have been published separately.
Click here for Jack Myers Video Report on Marketers Shifting Billions in Promotional Spending to Digital. The full Myers forecast covering 52 legacy and digital media and marketing categories from 2010 to 2020 is available to subscribers at www.jackmyers.com. Click here to download a PDF of the chart below.
| Jack Myers Media Business Report | ||||
| Official Marketing / Advertising Spending Data 2012 - 2020 | ||||
| UPDATED 01-21-2013 Data reported in 000,000 | ||||
| 2012 | 2013 | |||
| % Change | $ | % Change | $ | |
| Consumer Sales Promotion/Coupons -Digital | 50.0% | 3,541 | 45.0% | 5,135 |
| Direct Mail/ E-Mail Marketing -Digital | 8.0% | 3,412 | 5.0% | 3,583 |
| Newspaper Advertising -Digital | 16.5% | 3,944 | 15.0% | 4,536 |
| Local & National Spot Broadcast TV -Digital | 15.0% | 852 | 18.0% | 1,006 |
| Cable/Satellite Network Television -Digital | 22.5% | 976 | 25.0% | 1,220 |
| Broadcast Network TV -Digital | 40.0% | 1,313 | 40.0% | 1,838 |
| Consumer Magazines Advertising -Digital | 30.0% | 1,522 | 25.0% | 1,902 |
| Terrestrial Radio -Digital | 32.0% | 1,005 | 35.0% | 1,357 |
| Yellow Pages -Digital | 3.0% | 2,196 | -3.0% | 2,130 |
| Business-to-Business Magazines -Digital | 25.0% | 540 | 25.0% | 675 |
| Online Originated Display (Banner) Advertising | 11.0% | 6,982 | 8.0% | 7,540 |
| Local/Regional Cable TV -Digital | 20.0% | 144 | 16.0% | 167 |
| Broadcast Syndication -Digital | 17.5% | 101 | 22.5% | 123 |
| Social Marketing/WOM/Conversational Marketing | 32.0% | 3,300 | 40.0% | 4,620 |
| Videogame/Virtual Marketing & Advertising | 40.0% | 1,813 | 25.0% | 2,266 |
| Mobile & Apps Advertising | 80.0% | 2,303 | 70.0% | 3,915 |
| Cinema Advertising -Digital | 12.0% | 1 | 15.0% | 1 |
| Internet Originated Audio | 42.0% | 640 | 38.0% | 883 |
| Online Originated Video Content Advertising | 75.0% | 1,180 | 70.0% | 2,007 |
| Interactive, VOD & Addressable TV Advertising | 70.0% | 119 | 120.0% | 262 |
| TOTAL - U.S. Only | 25.3% | $35,884 | 25.9% | $45,166 |
| Hispanic Advertising** | ||||
| Hispanic Online (Includes Display, Search, Video, & Other) | 18.9% | $ 390 | 21.0% | $ 472 |
| TOTAL U.S. including Hispanic | 25.5% | $ 36,275 | 25.8% | $ 45,638 |
| Source: Jack Myers Media Business Report© copyright 2013 | ||||
| Jack Myers Media Business Report | ||||
| Official Marketing / Advertising Spending Data 2012 - 2020 | ||||
| UPDATED 01-21-2013 Data reported in 000,000 | ||||
| 2015 | 2020 | |||
| AVG % Change | AVG % Change | |||
| 2013-2015 | $ | 2016-2020 | $ | |
| Consumer Sales Promotion/Coupons -Digital | 38.3% | 9,358 | 22.0% | 25,234 |
| Direct Mail/ E-Mail Marketing -Digital | 4.7% | 3,913 | 8.0% | 4,059 |
| Newspaper Advertising -Digital | 12.3% | 5,588 | 10.3% | 9,106 |
| Local & National Spot Broadcast TV -Digital | 16.7% | 1,352 | 7.6% | 1,943 |
| Cable/Satellite Network Television -Digital | 28.3% | 2,062 | 24.0% | 6,030 |
| Broadcast Network TV -Digital | 32.5% | 3,045 | 12.8% | 5,530 |
| Consumer Magazines Advertising -Digital | 25.7% | 3,019 | 12.0% | 5,306 |
| Terrestrial Radio -Digital | 33.7% | 2,396 | 18.4% | 5,547 |
| Yellow Pages -Digital | -2.3% | 2,045 | -2.7% | 1,779 |
| Business-to-Business Magazines -Digital | 20.3% | 939 | 2.4% | 1,054 |
| Online Originated Display (Banner) Advertising | 7.3% | 8,616 | -1.4% | 8,008 |
| Local/Regional Cable TV -Digital | 18.7% | 241 | 15.2% | 482 |
| Broadcast Syndication -Digital | 27.5% | 208 | 12.2% | 369 |
| Social Marketing/WOM/Conversational Marketing | 36.7% | 8,420 | 24.0% | 24,546 |
| Videogame/Virtual Marketing & Advertising | 21.3% | 3,234 | 9.6% | 5,102 |
| Mobile & Apps Advertising | 56.7% | 8,809 | 22.0% | 23,176 |
| Cinema Advertising -Digital | 15.0% | 1 | 8.0% | 2 |
| Internet Originated Audio | 37.0% | 1,646 | 20.7% | 4,203 |
| Online Originated Video Content Advertising | 60.0% | 4,816 | 31.0% | 18,286 |
| Interactive, VOD & Addressable TV Advertising | 110.0% | 1,090 | 56.0% | 9,652 |
| TOTAL - U.S. Only | 25.4% | $70,798 | 17.7% | $159,416 |
| Hispanic Advertising** | ||||
| Hispanic Online (Includes Display, Search, Video, & Other) | 23.7% | $ 738 | 21.0% | $ 1,895 |
| TOTAL U.S. including Hispanic | 25.4% | $ 71,536 | 17.7% | $161,311 |
| Source: Jack Myers Media Business Report© copyright 2013 | ||||
| Media Advisory Corp, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast. | ||||
| 2013-2020 are estimates. | ||||
| Facebook display ads included in display category. | ||||
| **Excludes World Cup Revenues; Includes political revenues | ||||
| This forecast includes Olympics, NFL, NCAA and other sports programming. | ||||
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Jack Myers
Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection…
