Global digital advertising to hit 20% of Ad budgets

GroupM, the New York-based world’s largest advertising media company, has predicted that global ad spending in digital media, which is expected to reach $95 billion this year, will increase 14 percent next year and comprise 20 percent share of ad budgets.

In Nigeria, it is not yet calculated how much would be spent on digital advertising, but above-the-line (ATL) advertising presently accounts for about N120 billion annually.

Experts have expressed confidence that the rise in digital advertising will not affect ad spend on other traditional media platforms. “I don’t think the rise in digital ad spend will affect other traditional platforms at least not for now. What it will enforce us to do is to make our TV ad campaigns work harder. It would force us to take a second look at the way we would develop campaigns for conventional media and look at the positives of digital advertising that we can bring into conventional media,” Ikechi Odigbo, CEO of DDB Lagos, said in a report. It is expected that digital advertising will increase, especially as advertisers search for new ways to connect with consumers and on account of the increase in internet convergence. Nigeria’s internet users figure has grown in the recent time, hitting over 45 million above many other countries in the continent.

By: Daniel Obi