Social media in-feed ads, online video and other digital formats such as paid content and native advertising are leading the growth in global advertising. Between 2016 and 2019 they will drive 14% annual growth in total display advertising -- a category that includes these formats as well as traditional banners -- according to Zenith’s new Advertising Expenditure Forecasts, published today. Total display expenditure will rise from U.S.$84bn to U.S.$126bn over this period, accounting for 64% of all the growth in global ad expenditure. By 2019 total display will account for 50.4% of internet advertising expenditure, exceeding 50% for the first time.
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