As marketers continue to shy away from traditional means of marketing, new research shows that digital marketing continues to grow.
Statistics from eMarketer recently discovered that total digital ad spend in the U.S. is set to grow 19 percent to $129.34 billion in 2019, and account for 54.2 percent of estimated total US ad spending. Mobile, in particular, will also continue to grow in dominance – it will account for more than two-thirds of digital ad spending, at $87.06 billion in 2019.
Directories, such as the Yellow Pages, are set to take the biggest hit, down 19 percent this year. Traditional print (newspapers and magazines) spending will fall about 18 percent.
“The steady shift of consumer attention to digital platforms has hit an inflection point with advertisers, forcing them to now turn to digital to seek the incremental gains in reach and revenues which are disappearing in traditional media advertising,” said eMarketer forecasting director Monica Peart.
Video Marketing Continues to Grow in Prominence
Some forms of digital marketing and content, such as video, are seeing more success than other tactics. More specifically, previous research suggests that video will only continue to grow in prominence in the near future.
Demand Metric and Vidyard conducted “The State of Video Marketing” and found that for the fifth consecutive year, at least 80 percent of marketers (83 percent in 2018) believe that video is becoming more important as a form of marketing content.
Marketers use video in many different applications. Website (85 percent) is most common, followed by social media (84 percent), YouTube (67 percent), landing pages (57 percent) and recorded webinars (55 percent).