Online advertising desktop decreasing faster than print

Desktop advertising has reached the top and will decline faster in the coming two years than the advertising budget for newspapers and magazines. This is what international media agency Zenith Optimedia predicts.

Between 2015 and 2018 desktop adspend will shrink by US$10.7bn, more than the other two declining media – newspapers (which will shrink by US$9.6bn) and magazines (US$4.4bn). Desktop adspend reached its peak in 2014 with total spenditure of US$99B. In 2015 it declined by 0,1 percent. This year they expect a decrease of 0,8 percent, -2,9 percent in 2017 and -7,4 percent in 2018.

Not surprisingly the desktop dollars don´t leave the internet, but go to different channels. Biggest winner being mobile internet. The agency expects that more money will go to mobile advertising in 2017 than to desktop advertising.