2017 has been a roller coaster ride for digital advertisers. Many brands took advantage of political disputes in their advertisements to win the trust of their audience, memes and gifs were capitalized as promotion tools, and live streaming dominated the social media sphere.
Ultimately, global digital ad spending beat TV for the first time in 2017. That is according to Magna, the research arm of media buying firm IPG Mediabrands, which indicates that digital ad spending reached $209 billion worldwide — 41% of the market — in 2017, while TV brought in $178 billion — 35% of the market — in the same year.
As the digital advertising spending increase and becomes a central growth strategy in the business landscape, we can expect to see more developments that will further shape the industry in the years to come. As a starter, we have listed down in this infographic the trends that will have the biggest impact in shaping the digital advertising throughout 2018.