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Study: Digital Spending through the Roof

Global digital ad spend had a cracker year in 2017, and is well on track to smash a few records as well.

Money milestone

The IAB Internet Advertising Revenue Report, conducted by PwC, reveals that digital advertising revenue grew to US$40 billion in the first half of 2017, marking a rise of 23%.

The trend indicates digital advertising will have passed US$85 billion by the end of 2017, once someone gets around to counting it all.

Mobile means more

The most lucrative segment was mobile, which accounted for over half (54%) of all digital ad revenue. This marks an increase of 47% from the first half of 2016.

However video is the only ad format showing growth on the desktop. Combined mobile and desktop video increased to US$5.2 billion in the first half of 2017, an increase of 37% year-on-year.

Size matters not

Who's buying all this ad space?

The IAB reports that three quarters of SMEs in the US now purchase digital advertising, and 80% of these do so using self-service platforms such as Facebook, Google, and Twitter.

Just 15% dabble in buying programmatically. 

Expect more records to tumble this year. The IAB reckons 63% of SMEs plan to increase their digital spend in 2018.

 

Learn with SMK through December

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

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SMK Editor

December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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