Zenith does not release specific figures on programmatic growth rates, but Barnard said programmatic is rapidly becoming the standard for major agency buys and it’s “hugely important.”
The Carat report projected that North American ad spending will grow 4.2% (revised from 4.5%) to an estimated $203.3 billion this year. In 2016, spending growth in North America will be up 4.5% (revised from 4.6%).
Notably, TV remains the dominant medium globally with 42% share of total advertising spend in 2015, and the channel is expected to grow 3% in 2016. However, TV’s share of spending will show a decline over time as advertisers diversify their media mixes and consumers steadily shift their video consumption to streaming video, VOD and OTT options, Carat said.
Digital ad spending, including mobile, is projected to overtake TV ad dollars by more than $4 billion by 2018, according to Carat.
Also of note, Zenith found that mature markets will lead ad spending growth for the first time in nine years – markets like Western Europe, North America and Japan.
China is slowing but it’s still growing twice as fast as the world as a whole.
“Digitally, it is one of the fastest-growing markets in the world,” Barnard said. “It leap-frogged directly to the mobile Internet.”