MUMBAI: For the first time ever, time spent on online media will overtake linear TV globally in 2018, according to GroupM’s State of Digital report. The report, which researched consumer media consumption and advertising investment trends worldwide, tabulated consumers’ time spent with each media format along with average time spent with media overall.
GroupM predicts consumers will spend an average of 9.73 hours with media in 2018, up from 9.68 hours in 2017. Online media will have a 38 per cent share of the total engagement; TV will have a share of 37 per cent.
The increased inclination for online media will support growth of e-commerce, too. GroupM predicts 15 per cent growth to $2.442 trillion in 2018 from cumulative transactions worth $2.105 trillion in 2017.
In a scenario wherein the digital revolution is gaining more momentum, Google and Facebook continue to be the key growth drivers. While Google search is critical to clients, YouTube is increasingly important for scaled, ‘premium’ video. Facebook’s success is partly due to the delivery of younger audiences via Instagram.
While examining programmatic (automated) ad investment trends, the report found 44 per cent of online display investment was transacted programmatically in 2017 versus 31 per cent in 2016. This is expected to rise to 47 per cent in 2018. Programmatic is smaller for online advertisement trends. From 22 per cent in 2017, it is predicted to rise to 24 per cent this year.
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