U.S. advertisers’ spending on digital advertising will overtake TV in 2016 and hit $103 billion in 2019 to represent 36% of all ad spending, according to Forrester’s latest estimates based on its ForecastView model. U.S. advertisers will spend $85.8 billion on TV ads in 2019, which will equal 30% of overall ad spending that year, according to Forrester.
But digital won’t usurp TV because of big brand advertisers taking their commercial money and redirecting it toward YouTube and Facebook. There will be some cannibalization of TV budgets, but the bigger contributing factor will be an influx of new money dedicated to digital because marketers are able to prove that digital works, said Forrester analyst Shar VanBoskirk.
Marketers aren’t upping their digital budgets because of bright shiny objects like so-called native ads or computer-automated programmatic buying processes. They’re doing so because the economy has recovered. Advertisers have more money to spend now than in recent years and the oversupply of ad inventory online gives them a lot of places to put that money. And they’re comfortable spending their money online because years of testing and learning has shown those digital dollars are well spent.
via Advertising Age