Once the most popular form of digital advertising, desktop ads have been overtaken by mobile in terms of total ad dollars spent. According to a recent report, the bad news is just beginning for desktop advertisements. According to a three-year forecast conducted by Zenith, desktop adverting is about to have a huge drop.
The report found that the desktop ad spend worldwide is set to drop by $10.7 billion in the next three years, bringing it to $88 billion by 2018. This is a huge drop that will have a direct impact on many people. Desktop ads are often easier to make and launch than mobile, so many marketers will have to learn to make higher quality mobile ads.
Mobile ads are, not surprisingly, going to be absorbing a significant portion of the money moving away from desktop ads. Over the next three years Zenith predicts this segment will go from $88 billion to $134 billion.
While the majority of the money being moved around is going to be impacting the major advertising networks (Google, Facebook, ect), anyone buying and selling ads will be impacted.
The report from Zenith also looked at what, if any, impact the Brexit vote is having on global ad spend, and whether or not it will impact the future. The report said, “The UK’s new terms of trade with the EU and other countries – whatever they turn out to be – are likely to restrict flows of trade and investment in comparison with the pre-Brixit status quo, leading to slower economic growth and slower growth in advertising expenditure.”
Despite this, however, the Brixit isn’t expected to have a major impact on the ad spend globally. Most of the growth is being generated in the US, according to the report.
