Move Over, TV: Digital Ad Spend Is Taking Over in 2019

For the first time, companies will spend more on digital ads than they will for those appearing on more traditional formats, like TV and print in 2019.

根据来自eMarketer美国数码网络tal ad spend will comprise more than half of total U.S. ad spending, totaling about $129.34 billion in 2019.

Out of that amount, two-thirds will be spend specifically on mobile ads.

以下是这些广告出现的地方 - 以及有关广告所花费的其他最新数据，这些数据可能表明未来趋势。

数字广告出现的地方

AseMarketerpoints out in its forecast, digital ad spend is largely dominated by what it calls the "duopoly" of Facebook and Google: a term that refers to the significant amount of digital ad spend (about 59.3% in 2019) received by one of the two platforms.

But coming in third place is a platform that seems to be encroaching on the duopoly's territory quicker than anticipated: Amazon.

最近last September,eMarketerforecasted that Amazon's share of digital ad spend would reach 7% in 2020.

来源：eMarketer, September 2018 forecasts

现在，该估计发生了变化，该公司的最新数据已经使亚马逊领先于该原始估计，而2019年raybet电子竞技，美国数字广告支出的8.8％。

来源：eMarketer, February 2019 forecasts

Why Amazon?

Last落下, Andrea Leigh and Ben Winters of Ideoclick -- a company that works with manufacturers to optimize online sales -- spoke at Code Commerce 2018 to the rapid growth of Amazon's advertising platform.

当时，温特斯指出，亚马逊广告已迅速成为第三大数字广告平台（赞助产品广告在2012年开始出现），而不是Facebook和Google。

And while none of the above forecasts has Amazon surpassing the Duopoly in the next year or two, Winters did say that Amazon's ad revenue is growing at 5X the rate as Google's.

根据温特斯的说法，考虑到互联网上有54％的产品搜索发生在亚马逊上。现在，出现在这些搜索结果中的前三个列表 - “将整个屏幕占据上方的整个屏幕 - 滚动之前可见的所有内容”重新编码罗尼·莫拉（Roni Molla）写道 - 全部由广告组成。

An Amazon search for "dog food" yields only ad results above the fold

Also worth considering is the amount of data in Amazon's possession on user preferences and buying behavior -- because of which, it knows where to display those ads to get the most return.

What's more: Amazon continues to expand its collection methods, in part with its cashierless去stores. The store's "walk-out technology" enables customers who have downloaded the Go app to add the items they want to a bag and leave, with the help of sensors.

Amazon's Go store in San Francisco, CA

该传感器技术不仅读了购物者在篮子里放置的东西，而且还测量了他们采摘，观察并放回哪些产品 - 模仿电子商务浏览体验，而且在现实生活中。

这种强大的在线和离线行为用户数据的混合体可能会使亚马逊的广告在将来更加强大。

Looking Ahead

今年早些时候，我们询问了美国，英国和加拿大的855人 - ”How do you think online advertisements will change in the next five years?"- 重点是这些广告的格式。

收集的数据Lucid

总体而言，受访者对视频广告的未来似乎看涨，而偶数分裂（每人31％）之间的受访者认为他们会超过基于文本的广告，而那些认为他们将完全超过基于文本的广告的人。

这与早期发现eMarketer， 哪个表明公司比以往任何时候都在数字视频广告上花费更多。

在那时报告出版物（去年10月），数字视频广告支出涉及到2018年仅在2018年达到278.2亿美元：增长率为30％。

来源：eMarketer

At that figure,eMarketersaid, budget spent on video ads will make up a quarter of all digital ad spend in the U.S. -- compared to digital ad formats like static or animated images, or text-based ads.

我们自己的研究发现，消费者行为遵循该数据。去年10月，我们问850 people across the U.S., UK, and Canada which ad format was most likely to lead them to purchase an item online -- nearly half of all respondents indicated that they're most likely to purchase an item online after seeing a video ad, over all other ad formats.

收集的数据Lucid

"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," said eMarketer's Forecasting Director Monica Peart in its most recent report, "which are disappearing in traditional media advertising."

随着一年的进步和消费者的偏好，广告格式和位置也会继续发展，因为它们继续适应浏览，观看和购买行为的转变。