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 . Over this period, total spending on social media will rise by $28bn (£21.3bn), from $48bn to $76bn, while paid search ad spend will increase by $23bn,from $86bn to $109bn. 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 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 % .