The web will by 2017 become the biggest media for marketing and advertising on 12 key markets that are taking 28 percent of global spending on marketing, ZenitOptimedia analyst house claims.
In the United Kingdom the advertising on the web will attract more then half of the total marketing budget for this year, and UK will be followed by Denmark and Sweden in 2016 and Chine in 2017.
The web was the leading medium for advertising in 2014 on seven markets including: Australia, Canada, Denmark, Netherlands, Norway, Sweden and United Kingdom and by 2017 it will dominate China, Finland, Germany, Ireland and New Zealand.
On a global scale the TV will remain a key medium for advertising, while the web is on second place. The difference between these two however will be reduced from 11 percent in 2015 to 4 percent in 2017.
The CEO of ZenitOptimedia Steve King foresees that the web as advertising medium will pass the TV by the end of this decade.
The amount of time the viewers are spending watching online content on PCs, tablets and smartphones has a rapid growth and marketing budget is more and more focused on the web, King points out.
Zenit estimates that in the period from 2014 to 2017, mobile devices will receive twice more marketing budget then now, and that the share of global marketing expenses will rise from 5.1 to 12.9 percent.
The total marketing spending for this year will grow for 4.3 percent or 531 million dollars, and in 2016 it will grow 5 percent, thanks to Summer Olympics in Brazil and elections in United States. The growth of marketing budgets will then slow down to 4.3 percent in 2017.