Social media surpassing print advertising

Social media advertising will see a 20 percent jump in ad spending in 2019, reports The Drum, a marketing website in Europe.

This will mean social media is surpassing print ad spending for the first time, according to Zenith Media's ad expenditure forecasts. Spending on sites such as Facebook, Twitter and Instagram will grow by 20 percent in 2019 to reach $84 billion, while combined newspapers and magazine expenditure will fall 6 percent to $69 billion.

Social (13 percent of spend) is behind TV (29 percent) and paid search (17 percent), which went over $100 billion for the first time, the Drum reports.

“Since it began in the mid-1990s, internet advertising has principally risen at the expense of print," said the Zenith report. "Over the last ten years, internet advertising has risen from 12% of total global spend (in 2008) to 44% (in 2018). Meanwhile, newspapers’ share of global spend has fallen from 25% to 8%, while magazines’ have fallen from 12% to 4.5%.”

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