Internet ad spending is about to surpass TV spending

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Advertising in the world of Digital Marketing is essential to position a company and make the public aware of the advantages that its services and products offer. Moreover, this year, for the first time, digital media will surpass traditional media in this regard. Why will this happen and what repercussions will it have in the long run?

The numbers speak for themselves
According to Mary Meeker’s report , “Internet Trends,” in 2017, online commercials will surpass those broadcast on television. Spending on the former will reach $200 billion dollars, mongolia b2b leads compared to approximately $180 billion in traditional media.

This important change in the comparison between the Internet and traditional media only proves the importance of digital spaces for undertaking all kinds of commercial strategies. The public is definitely more and more connected to the great information highway. At the same time, they have decided to turn off their TV screens more frequently, or to tune in only to enjoy content transmitted from the Internet.

Analyzing each of the reasons explains this phenomenon in detail.

Internet ads outnumber TV ads

The exponential growth of the internet
In December 2007, the number of users connected to the Internet was 1.319 billion (20% of the total world population). By March 2017, the number had reached 3.739 billion users, representing 49.6% of the global population, according to figures from “Internet World Stats”.

This 183% increase in the last 10 years is not really surprising. The ease that the digital network provides for doing business, undertaking projects and obtaining all kinds of information has literally made half the planet decide to connect to it daily to achieve these and other objectives.



The importance of social media and search engines
Social media has become a central part of the internet . While Google has garnered the lion's share of ad revenue globally, other platforms are now catching up:

-From 2015 to 2016, Facebook increased its digital advertising revenue by 62%, according to the aforementioned report by Mary Meeker.

-In the same period, the search engine Google increased its profits by 20% for the same reason.

-Meanwhile, other social networks also enjoyed a significant increase of 9% from 2015 to 2016, proving that the Internet is currently the most relevant medium for maximizing advertising profits.

As can be seen, the number of advertisers who place their trust in digital advertising and the benefits it offers is growing.



The power of the mobile market
Traffic on mobile devices has increased considerably and it is estimated that by 2020 there will be 6.1 billion smartphone owners around the world, surpassing conventional telephone lines (Techcrunch data).

This significant increase in mobile browsing opens up an infinite universe of possibilities for advertisers:

-Mobile apps will continue to multiply, providing new digital commerce options.

-Instant messaging apps will be exploited to the fullest: Facebook recently announced that its Messenger advertising system will be launched in many countries outside the United States. Therefore, it is expected that millions of companies will take advantage of this opportunity and invest in campaigns that will further project them in these digital spaces.



The importance of quality in advertising
One of the main obstacles that online advertising has faced is the use of software to block it by users. The main reason for this is invasive or low-quality ads, whose formats interrupt the reader's browsing experience. In this way, the reader feels that he is being forced to buy a product, which is not always pleasant.

Therefore, the future of online promotion and even digital marketing will depend on the application of new techniques to naturally attract the attention of consumers, such as Inbound Marketing and native advertising. The goal is to get prospects to naturally pay attention to the offer, without having to force them or invade their space in any way.

Email marketing today also uses much more useful attraction techniques. In this way, a paradigm shift will result in large investments in advertising, satisfied customers and ultimately sufficient profits.



Digital Marketing is undergoing various changes and adapting to new trends. This time, the increase in spending on online advertising will continue to impact the way advertisers communicate with the public, as well as the degree of trust that they place in each brand.