It’s not surprise that digital advertising continues to grow, though its growth relative to total advertising spend is quite interesting. According to a recent eMarketer report, digital advertising will account for 39% of total global advertising by 2019. In select markets, that number will reach nearly 60%.
While the Big 4 countries are pacing ahead of worldwide numbers, digital ad spend in the United States and Canada still trail behind the UK and Australia by considerable margins. Nevertheless, both countries are projected to enjoy considerable growth: Canada digital ad spend share is increasing at a 5.4% CAGR, and the growth in the US is at 6.4% CAGR.
Of course, with digital advertising already accounting for one third to one half of all advertising spend in the Big 4, these countries are hardly those with the greatest growth rates. As is evident in the figure below, APAC, LATAM, and EMEA countries will see a considerable digital shift in the coming years.
Notable Growth in APAC
One of the most interesting areas for digital advertising growth in China. Despite digital already accounting for 44% of total ad spend in the country, the format is expected to continue to grow at a 9.5% CAGR. By 2019, digital advertising will account for 59.9% of all ad spend in China.
Notable Growth in LATAM
Currently the region least focused on digital advertising, LATAM is showing the strongest cumulative growth through 2019. For instance, Colombia digital ad share is growing at a 12.1% CAGR, Peru is growing at 10.9%, and Chile is growing at 9.6%.
Notable Growth in EMEA
In Europe, Finland and Italy are leading the charge with 7.5% and 6.3% CAGRs, respectively. While other countries such as Norway and Denmark will enjoy more modest growth rates, this is to be expected as total digital ad spend will surpass 50% in the Nordic region.
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