According to Interpublic Group’s Magna, while advertising growth around the globe is expected to grow at a pace just under 4% to $511 Billion, digital will continue to boom, as advertisers move money from other budgets, online. Digital is expected to grow double-digits and become the top advertising category this year, passing Television. Digital is approaching 40% of total sales and Magna projects that number will be 50% by 2021. Social and search top the list at 95% of the total. That’s about $10.5 billion.
In the U.S. advertising sales grew by nearly 6.6% in 2016, to $180 billion. Magna says in 2017, U.S. ad sales will grow 3.7%. Magna says the strongest categories will be telecom, finance and pharmaceuticals. And, the weak categories are expected to be technology, retail and automotive.