Growth Of Digital Advertising

Posted on 9/17/2015 by Jim Pickerell | Printable Version | Comments (0)

According to Zenith Optimedia total worldwide ad spend was about $510 billion in 2014 and Internet advertising (incluiding mobile) was about $122.4 billion in 2014. By 2017 digital is expected to be almost one-third (32.3%) of all global advertising or about $188 million.  

Meanwhile, in the last 10 years the newspapers share of global ad spend has dropped from 30% to 15% and magazines have fallen from 13% to 7%. Newspaper and magazine advertising is expected to further shrink at 4% and 3% a year respectively. These figures do not include revenue from the publication’s web sites. Combined newspapers and magazines revenue will represent 17.6% or about $102 billion of global ad spend by 2017.

Mobile advertising is growing 9 times faster than desktop Internet. Mobile is expected to grow by an average rate of 42.2% a year between 2014 and 2017 while desktop Internet advertising will only grow an average of 4.5% per year. Mobile advertising will overtake newspaper advertising in 2016, accounting for 12.4% of global advertising while newspapers will account for only 11.9%. By 2017 gross revenue for mobile internet will be about $75 billion and desktop internet will be about $113 billion. In 2014 the global expenditure for mobile advertising was only about $25.7 billion.

Total adspend in the U.S. in 2014 was $176,236 million and is expected to reach $197,181 million in 2017. Global advertising spend is expected to be $531 billion in 2015

Good And Bad News For Photographers

The good news is that mobile tends to use a lot more images, not only in the ads, but as part of the editorial content on the pages where the ads appear. Given the small size or most mobile monitors the images they need tend to be simple, graphic and easy to read. Beautiful images that might look good on your wall, or large on a printed page often won’t work when presented on a mobile device. The file sizes required are small so mobile phone images will be perfectly satisfactory.

The bad news is that the prices customers are willing to pay for images that will be used solely on mobile devices are getting lower and lower. The attitude tends to be: it’s small and it won’t be used for very long so its not worth much.

Copyright © 2015 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


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