The IT giants Google and Facebook will receive 84% of the funds spent on digital advertising in the world (excluding China) in 2017. According to the estimates, the global advertising spending will grow by 4.3% in 2018 to 23 billion USD. This growth will be mainly driven by the digital advertising segment, which is expanding much faster than any other.
The expenditure on television advertising is expected to increase next year by 2.2%, while the growth digital will be 11.3%. Additionally, the cost of advertising in online media in 2017 will now exceed those for television commercials in 17 countries around the world, including the UK and Germany.
By the way, more and more large companies have recently complained about the lack of control over the content of the online sites where their ads are displayed.
For example, companies such as Diageo, Mars, HP, Deutsche Bank and Mondelez have refused to cooperate with even the popular service owned by Google – YouTube. The reason is that their ads appear backwards with videos of obscene content.