Digital ad spending is expected to top TV in 2017, a year earlier than previously predicted, according to a new forecast released Tuesday by Magna Global.
Overall digital ad spending is expected to hit $72 billion in 2017, versus $70.5 billion for TV. Last year digital ads accounted for $43 billion, with Magna Global predicting the number will hit $50 billion this year.
Already, digital ad spending tops TV in markets such as Australia, Germany, the U.K. and the Netherlands. Magna said that the holdout in America pointed to the “strength and resilience” of the U.S. television industry.
Read More: The Hollywood Reporter
Brief Take: With the era of digital advertising’s dominance approaching faster than expected, networks and content providers have one more reason to stop thinking of their digital offerings as some sort of “extra” or “add-on” and start treating them like an integral part of their content and marketing strategy.
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