Online advertising will account for more than half of global advertising expenditure by 2021, according to recent research from Zenith.
The report was based on global ad spend forecasts made by Zenith researchers for 2019 through 2021.

Internet advertising is forecast to account for 52% of global advertising expenditure in 2021, exceeding the 50% mark for the first time. That’s up from 47% of global ad spend in 2019 and 44% in 2018.

Among traditional channels, the share of global ad spend going toward newspapers, magazines, television, and radio is forecast to shrink between now and 2021. The share of spend going to out-of-home is expected to remain steady, and the share going to cinema is expected to increase slightly thanks to a boom in the popularity of films in China.
 
Total global ad spend is forecast to grow 4.6% this year, down from an increase of 6.4% in 2018.
The researchers expect global ad spend to grow at a slower rate compared with the global economy in 2020 and 2021.
 
The United States and China are expected to be the leading drivers of ad spend growth in the coming years.

Zenith forecasts that the United States will be responsible for 46% of additional ad expenditure between 2018 and 2021, and China will be responsible for 10%.
The significant spend increase in the United States is expected to be largely driven by rapid growth in Internet advertising.

 About the research: The report was based on global ad spend forecasts made by Zenith researchers for 2019 through 2021. 

Thailand ad spending first 7 months of 2019 

Media industry spending fell 2% to 51.5 billion baht in the first seven months this year, down from 52.6 billion year-on-year.

Media spending on internet platforms this year is forecast to rise to 19.6 billion baht, accounting for 21.9% of the total. It is projected to reach 24.6 billion baht next year, accounting for 28.2% of the total, continuation of a lengthy trend.

Media spending on outdoor ads, or out-of-home (OOH) media, is expected to hit 11.9 billion baht this year and 12.6 billion in 2020 because of mobile lifestyles and urbanisation.

The rise of spending on internet platforms and OOH media cannot offset the dip in other channels, particularly TV, which recorded a cavernous dip.

TV ad spending is expected to drop to 40.5 billion baht next year, or 46.4% of the total. This would be the first time TV comprises less than half of total ad spending.

Spending on TV is projected to drop to 47.3 billion baht this year, 52.6% of the total, down from 47.7 billion last year. In 2010, media spending on TV accounted for 62.8% of the total.

media spending is not expected to bottom out next year because of a lack of positive sentiment, projected to fall 2.83% to 87.3 billion baht from this year. The property sector is slowing its outlay.

sources: https://www.brandknewmag.com
https://www.bangkokpost.com/