U.S. Digital Advertising Spend Expected to Outpace TV Ad Spend This Year Posted by Corey Quinn | 9.15.16 2:13pm

It was only a matter of time: U.S. digital ad spend will finally outpace TV ad spend this year, according to an updated forecast by eMarketer. The market research company has just announced its latest projections, changing its previous forecast from March that said digital wouldn’t take the lead until 2017.

Here’s what eMarketer is projecting:

Part of what makes this new projection remarkable: Digital is expected to take the lead despite the fact that 2016 is considered an especially strong year for TV ad spend, with higher spending being driven by the presidential election, the Olympics, and other factors. And digital’s lead won’t stop there—digital advertising is expected to leave TV advertising spend in the dust in the coming years. According to eMarketer’s latest recent forecast, digital ad spend is expected to reach $113.18 billion in 2020, while TV ad spend is only expected to reach $77.93 billion.

Mobile & Video Steal the Show

So what’s driving all this growth? eMarketer says it’s a combination of mobile and video advertising. The market research firm reports that mobile will make up over a third of all media advertising spend in the U.S. by 2019. Here are eMarketer’s projections for mobile and video…

This is no big shock, considering that more than half of all Google searches now occur on smartphones and video traffic is expected to make up over 80% of consumer Internet traffic globally by 2020.

What Can Digital Ads Do That Traditional Ads Can’t?

There are plenty of reasons to consider digital advertising for your business or organization. First, there’s the fact that consumers are increasingly relying on the Internet—both on desktops and smartphones—to find local businesses and services. According to Google study, 4 out of every 5 consumers turn to search engines to find information about local products and services. Advertising online helps your business or organization stay visible in the places where consumers are already looking.

Here are a few things you can do with digital advertising that you can’t do with traditional advertising:

Is your business or organization taking advantage of everything that digital advertising has to offer? If you aren’t currently advertising on the Internet, or if you want to find out how you can improve your Internet advertising strategy, contact Scorpion. The experts at our online marketing company would be happy to assist you.

About the Author
As Chief Marketing Officer at Scorpion, Corey Quinn works to ensure that the company is effectively connecting with businesses and educating them about how they can grow. Prior to joining Scorpion, Corey worked in various marketing leadership and business development roles at emerging businesses. Corey was drawn to Scorpion because the company shared his passion for working hard, reaching for the highest standard of performance, and always going above and beyond for the client.

Corey has an MBA from the University of Southern California Marshall School of Business, where he graduated on the Dean’s list for academic achievement. When he is not working, he enjoys spending time at the beach, traveling, reading, and being with his family and friends.