As consumer media consumption continues to move online, digital is beginning to dictate the global ad market. Digital is due to hit 54% of ad spend worldwide in 2020, increasing to 61% by 2023. The markets leading the way are seeing an even greater pace of change, with digital ad spend in the UK predicted to be 69% of the market in 2020, rising to 74% by 2023 (eMarketer, 2019).
Linked to this growth is a rapid evolution of digital media, and the data and technology used to buy it. Advertisers are feeling an increased burden to keep on top of these changes to the digital ad market. As brands who get their strategies right in this crucial time, will help define the business landscape over the next decade.