Internet advertising will be more than 50% of global ad spend in 2021, predicts Zenith

According to Zenith’s advertising expenditure forecast internet advertising will make up 52% of global ad spend in 2021.

That figure would see internet ad spend pushed over the 50% mark for the first time, up from 47% this year and 44% in 2018. However, as the internet ad market matures, growth will slow. 2018 saw 17% growth, yet activity in the first half of this year suggests only 12% growth for 2019. In 2021, growth is expected to have fallen to 9%.

Australian trends

In Australia, that growth should slow to 3% (down from 12% in 2018) in 2021. Zenith predicts that, “against a turbulent economic backdrop”, local growth will sit at around 7% this year, meaning internet ad spend growth should fall to an average of 5% year-on-year for the next three years.