Digital advertising is not a new thing. In fact it is now one of the most popular and cost effective ways of gaining a good ROI on your advertising spend wherever you are in the world.
However, we have seen that some countries have adopted this more than others, with the UK leading the way.
It has been predicted that 50% of all UK advertising spend in 2015 will be on digital advertising, meaning that 2016 is likely to be the first year where digital spending outstrips traditional advertising spend if current growth continues.
The UK is top in terms of the proportion of digital advertising spend at by some way 50%, with Norway in second on 45%. The top 10 is:
1. UK 50%
2. Norway 45%
3. China 43.6%
4. Australia 43.3%
5. Denmark 43.1%
6. Netherlands 35.4%
7. Canada 34.3%
8. US 31.3%
9. Sweden 30.5%
10. South Korea 28.4%
This move to digital ad spend is not necessarily dependent on advertising spend being dramatically cut from other areas though, with only print advertising likely to lose out, with a 0.2% drop in advertising revenues in 2015.
TV revenues are actually likely to rise by around 3%, but lose out as an overall percentage of the total advertising spend. This means that commercial television networks may be getting less as a proportion of spend, but will increase their turnover in real terms.
Despite being the most digitally mature market, it is surprising to see the the US is lagging behind in eighth place, a full 18% behind the UK. This may be explained by the increased number of opportunities to spend on traditional advertising, with a higher number of commercial TV stations with advertising breaks generally being longer and more frequent, meaning that with a larger supply, the price can often be decreased, making it far more appealing to advertisers.
The trend is promising for those using their websites as a source of advertising income, which could be seen as a key way to make up the difference for print publications. Some have adopted alternative models in an attempt to bolster their print profits, such as the website paywall, but if the overall trends set a benchmark, they would be better off through increasing traffic and relying on advertising.