More precisely, online ads are expected to account for 52% of overall advertising spend in 2021, surpassing the 50% barrier for the first time. This year, the figure still stands at 47% – compared with 44% in 2018.
Predictions are from Zenith in the Advertising Expenditure Forecasts report, and despite the positive numbers, they also point to some "slowdown". In the first quarter of this year, online ad spending growth grew 12%, compared to 17% in 2018.
The slowdown is expected to continue over the next few days as the market matures. In 2021, for example, the annual investment rate is expected to be at 9%.
Social networking and video, aided by improvements in smartphone technology, internet speed, and increased ad targeting, make the biggest contribution to online ad spending.
Small and medium-sized companies are betting most of their advertising budget on the Internet, while large organizations usually set aside half of the budget, the report said.