IBIS Capital, London’s specialist media/technology investment and advisory group, predicts that digital advertising spend will double to $253bn by 2018, as focus on mobile adoption by up to 5 billion users by 2017 and the emergence of cross-screen video advertising accelerates the AdTech industry, which will be led primarily by the US and European markets. The market for digital advertising remains one of the highest growth opportunities, particularly in mobile and emerging markets, with spending forecast to more than double to nearly $253bn from 2013 to 2018. The report also forecasts a further increase in spending for social media advertising, with total revenue expected to reach $600bn, driven largely by Facebook ($700bn), Google ($550bn) and The convergence of mobile, video, social and big data analytics will reportedly require innovative business models offering a vertical consolidation play for future proofing through sustainability.
IBIS Capital, London’s specialist media/technology investment and advisory group, predicts that digital advertising spend will double to $253bn by 2018, as focus on mobile adoption by up to 5 billion users by 2017 and the emergence of cross-screen video advertising accelerates the AdTech industry, which will be led primarily by the US and European markets. The report also forecasts a further increase in spending for social media advertising, with total revenue expected to reach $600bn, driven largely by Facebook ($700bn), Google ($550bn) and The convergence of mobile, video, social and big data analytics will reportedly require innovative business models offering a vertical consolidation play for future proofing through sustainability.