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Digital advertising spend continues its meteoric rise in 2017

Author's avatar By Robert Allen 20 Feb, 2017
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Chart of the Day: Online spend surges whilst spending on newspaper advertising slumps

GroupM predicts that global marketing spend will reach an impressive $1 trillion dollars this year. But that increase in spend isn't evenly distributed across marketing mediums.

It varies considerably from country to country, so it's worth breaking down the spend across the major economies. Brazil is the only country with digital ad spend falling. This is due to the country being in the grips of the worst recession it has experienced since the 1930s.

Elsewhere the trends are broadly positive, especially for digital. We're seeing large increases across the board, with digital ad spend surging by an impressive 30% in India and a strong 15% in the UK. The USA is by far the largest mature economy with the biggest ad market, and digital spend is still increasing by a healthy 9%. TV ad revenue is also growing, though at a far slower rate. Advertising in newspapers is taking a battering on the other hand, although this trend could be mitigated by brands renewing their faith in print after this week's revelation that big brands had accidentally been funding terror through programmatic ad networks.

Author's avatar

By Robert Allen

Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.

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