Big shift to internet ad spending is near: PwC

By 2018, internet ad spending will be well ahead of spending in other media and will reflect an overall shift to digital amongst Canadian consumers

By 2018, internet ad spending will be well ahead of spending in other mediums and will reflect an overall shift to digital amongst Canadian consumers, according to a new report released Wednesday.

PwC’s 15th annual Global Entertainment and Media Outlook report, which examines the years 2014-2018, states “Internet advertising is growing at a pace far faster than other media, and in four years revenues will reach nearly $7.2 billion.”

The report also predicts mobile internet penetration will reach 55% in 2018, which will help drive digital advertising to increase its share from 14% of total advertising revenue in 2009 to 33% by 2018.

Revenues from physical home video and cable subscriptions are in decline, along with those from book and magazine publishing and the sale of CDs. Globally, traditional channels are still ahead of digital in some areas, but Canadian trends show an overall consumer migration to digital that advertisers are capitalizing on.

Television broadcast advertising revenue is on the mend since profits fell in 2009, and is expected to increase in the years leading up to 2018, when net revenues will rise to $3.9 billion.

The report predicts that newspaper print advertising revenues will fall from $1.6 billion in 2014 to $1.2 billion in 2018, although digital newspaper profits will continue to increase.

Digital recorded music revenue overtook physical recorded music in 2013, and is forecasted to account for 79% of total recorded music revenue by 2018. Although CD sales are falling, concerts are still profitable, as live music ticket sales will bring in nearly $77 million in 2018, up more than $10 million from 2014.

The report also highlights nine high-growth markets that are powering global entertainment and media revenue: China, Brazil, Russia, India, Mexico, South Africa, Turkey, Argentina and Indonesia. Those markets are collectively forecast to account for 21.7% of global entertainment and media revenue in 2018, up from 12.4% in 2009.

Media Articles

Google Contributor lets users pay to block ads

Tech giant creates a way for users to bid on their own impressions

The show about nothing heads to Bell Media’s ‘Project Latte’

Seinfeld joins The Big Bang Theory, The Goldbergs, The Millers and Spun Out

CFL takes to the skies with Canadian North

League unveils new flying “billboard” in advance of 102nd Grey Cup

Transcontinental bets on local with sale of consumer titles

Company focuses on maintaining its competitive advantage

Content marketing veteran launches new B2B play

New venture combines business-to-business focused journalism with B2B-focused content marketing

Dairy Farmers of Canada and W Network’s cheesy campaign

Holiday effort from m2 targets ‘zestfuls’

Coors looks to score with Yahoo fantasy football initiative

Multi-faceted marketing program includes display, native ads, takeovers and search

Why advertisers continue to use print flyers

New study finds print flyers remain widely read, inspire consumer action