IPG’s MAGNA pinpoint 2017 as the year digital ad spend finally surpasses linear TV, according to forecasts each media-buying unit released Monday.
MAGNA noted that digital grew 17% globally this year to $178 billion, contributing $23 billion to the total $26 billion growth in ad spend this year.
“Digital is now the biggest advertising generator in the US, slightly above TV,” said Vincent Letang, EVP global market intelligence at Magna. “We’ve been predicting that for about two years, and it happened. The same will happen on a global level next year.”
Magna predicts that by 2021, digital will represent half of global ad sales. And programmatic, which reached $19 billion in spend this year, has been and will continue to be a huge contributor as it reaches $42 billion by 2020.