In 2017, digital ad spending will exceed television for the first time—digital will account for 38.4% of the total media spend while TV will be 35.8%. For now, the summer Olympics and political advertising will continue to drive TV spending, but by 2020 it will fall below one-third of total media dollars. Digital ad spend will increase by 15.4% this year, mostly motivated by mobile ads which account for 63.4% of digital efforts. According to an analyst: “As consumers continue to increase engagement with mobile devices for daily activities and content consumption, marketers will further integrate all marketing activities—including advertising—to the mobile category.” (eMarketer)
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