Our updated US ad spending forecast shows digital ad spending outpacing expectations. Digital media will capture $111.14 billion in ad dollars in 2018 and surpass traditional media ad spending by 2019, according to our latest estimates.
Daily time spent with digital media will surpass traditional media in 2018. Increased time with digital video, which will reach 1 hour, 26 minutes, is a main driver of the increase of time spent with digital media.
Programmatic advertising has allowed digital marketers to use data for identification, segmenting, targeting and analytics. Creative has lagged, but dynamic creative optimization can bring data-driven personalization to messaging across formats.