According to Zenith internet advertising is set to cross the 50% milestone as a proportion of global ad spend for the first time this year, despite a slight slowdown in overall adspend growth from 4.7 to 4.6% since March.
Publicis Media’s Zenith unit has indeed upgraded its advertising outlook for 2018, albeit a modest one-tenth of a percentage point. Zenith now projects that global ad spending will expand 4.6% in 2018 — up from the 4.5% rate of growth it last projected in its December 2017 release.
Macroeconomic troubles have prompted Zenith to lower its global ad-spend growth prediction to 4% for 2017. Total expenditures are now expected to reach $558 billion
