A new forecast predicts that ad spending through paid searches will rise to $ 109bn by 2020 , as social media continues to drive the overall growth of the industry . According to Zenith 's latest Market Expenditure Forecasts , the evolving sophistication of the technology used by both search engines and brands looking to target consumers are making paid searches an increasingly attractive investment for both sides , with Zenith anticipating an average of 8 % growth annually in paid search spending over the next three years . Globally , the company predicts that ad growth will remain consistent this year at 4.5 % .
A new forecast predicts that ad spending through paid searches will rise to $109bn by 2020, as social media continues to drive the overall growth of the industry. According to Zenith's latest Advertising Expenditure Forecasts, the evolving sophistication of the techniques used by both search engines and brands looking to target consumers are making paid searches an increasingly attractive investment for both sides, with Zenith anticipating an average of 8% growth annually in paid search spending over the next three years. Globally, the company predicts that ad growth will remain consistent this year at 4.5%.