Spending on digital advertising will surpass spending on television advertising for the first time in 2017, according to a new projection from eMarketer.
Next year, total digital ad spending will be $77.37 billion, while total television ad spending will be $72.01 billion. By 2020, TV's share of advertising will decline to below one-third of total media ad spending -- the first time in the U.S. this will occur.
Not surprisingly, the dominant area of digital ad spending is mobile advertising, which this year will grow to $43.60 billion, according to eMarketer. That puts mobile ad spending at almost two-thirds (63.4%) of total digital ad spending this year.
Martin Utreras, senior forecasting analyst for eMarketer, says, “As consumers continue to increase engagement with mobile devices for daily activities and content consumption, marketers will further integrate all marketing activities—including advertising—to the mobile category.”