GroupM: global adspend has become a tech giant playground – but there’s hope for internet-connected TV

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WPP’s GroupM has now released its global forecast for advertising and it confirms that the market is being driven by what it calls the world’s big “digital first” companies – Alibaba, Alphabet, Amazon, Booking.com, eBay, Facebook, IAC, JD.com, Netflix, Uber etc – $36 billion in spending.

Digital now accounts for 52 per cent of adspend, more in markets like the UK and China.

Of this $230bn in adspend an astonishing $175bn goes into the already well-stuffed pockets of Facebook and Google with others including Microsoft, Amazon, Verizon, Twitter and Snap picking up most of what’s left – $25-30bn.

There’s hope for TV though, with TV adspend forecast to rise 1.8 per cent in 2020, fuelled by internet-enabled devices, now qccounting for 15 per cent of TV spend and growing by 30 per cent a year.

The full report is here.

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