*I'm wondering why it took this long. What is "TV" any more? Especially after the death of net neutrality. It's a screen that digitally streams stuff with ads on it. Maybe it knows who you are, because you logged-in, or maybe it's just piped into the hotel from Russia and trying to affect your political activity, but it's sure not much like classic 20th century television for a prospering middle-class of broadcast boob-tube fans.
Advertising Global Spending: Digital Passes TV for First Time - and Mobile Alone will pass TV in just Two Years
Magna Research (part of IPG Media) has released their latest count of this year's ad spend. They have been reporting 'digital' spend for many years and finally now, 2017 becomes the first year when TV is dethroned as the largest ad spending platform. Yes this is the year when 'digital' passes TV in global ad spend. Big news. In fact, earth-shattering news considering how much TV has been the gorilla in advertising industry for half a century. Bye bye TV. Digital now rules.
But digital used to be the PC based internet. Even a few years ago, the majority of digital spend went to the legacy '6th mass media' internet on PCs, laptops and tablets. Mobile was there, yes, in the mix of digital but for most of the time that Digital has been calculated, 'mobile' was the afterthought. The weird thing they did in Japan and mostly was ignored.
But as mobile grew to catch up with the PC, the digital world finally noticed and of course today mobile is the larger slice of digital. We on this blog have always known this, and have strongly highlighted the distinctions between the 7th mass media mobile as distinct (and better and larger than) the sixth mass media PC-based legacy internet (TV is the 5th mass media, Print was the First Mass Media).
So lets break down the Magna numbers and show the relevance of MOBILE as the dominant slice of digital. How is 'mobile alone' vs TV. When will mobile pass TV (that is happening sooner than you think.). Read on. This is the numbers blog on the global ad industry and its near future....
