Analysts at PwC’s claim that in 2016 Internet advertising will overtake television, and takes first place in terms of income. Profit in this segment for the year will amount to $2.12 billion TV advertising during this time, “earns” $2 billion.
Due to the active development of technology, spread of Internet and smartphones. Most of the audience will go online. In addition, Internet advertising will attract its accessibility to small and medium businesses and allow narrow targeting.
The main profit of online advertising will continue to account for contextual advertising. Now it is about 80% of the budgets. By 2020, it will reach the threshold of $2.22 billion Average annual growth rate of almost 13%.
Is this a fair prediction? Russian experts believe that there is. Alexander Liger, Deputy General Director on development of Vi, commented: cost of television advertising and the income from it are measured in rubles. Now ACAR data confirm the superiority of commercials over the Internet is 40%. For a year or even a couple of years this gap is not reduced. Calculations in the future will complicate the transition of television to the Internet in the form of online broadcasts.
AKAR, Association of communication agencies of Russia, in the report for the first quarter of 2016 notes that the amount of income (24 bn) Internet advertising second only to TV (36 billion rubles). However, she’s only in a crisis shows a positive trend, as the main factor in the development of Russian advertising market.