December 08, 2016

Weekly Roundup - 49/16

Global advertising expenditure is expected to grow 4.4% in 2017, the same rate as 2016 but - significantly - without tailwinds from major sporting or political events.

Digital media continues to be the top driver of growth for the worldwide advertising industry hoovering up 72 cents of every incremental ad dollar in 2016, set to rise to 77 cents in 2017; the comparative figures for TV are 21 and 17 cents respectively.
[Ad Age]

TV, however, remains the larger medium by global ad spend with 42% share in 2016 and a projected 41% in 2017. In comparison, digital spend is set to increase from 31% in 2016 to 33% in 2017.
[Ad Age]

The average television network in the United States reaches around 6 percent of Americans aged between 18 and 34. Snapchat, on the other hand, reaches 41 percent of the same demographic.

It's worth noting that watching content on Snapchat is in many ways analogous to watching TV. Videos run full screen and play with the sound on; stories are designed to feature a narrative and users can flip between them as they do with TV channels. Some observers even believe that Snapchat will be the company that will figure out how to move TV viewers to mobile.
[New York Times]
About the author:
Iqbal Mohammed is Head of Innovation & Strategy at a digital innovation agency serving the DACH and wider European markets. He is the winner of the WPP Atticus Award for Best Original Published Writing in Marketing & Communication.
You can reach him via email or Twitter.


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