NEW YORK and LONDON – A new report released early Thursday by GroupM says that for the first time, consumers will spend more of their day interacting with online media than with television.
Its “State of Digital” report predicts global consumers will spend 9.73 hours per day with all media in 2018 (up from 9.68 in 2017). Of that, people will spend 3.69 of those hours with online media and 3.63 hours with TV, with the balance coming from radio and newspapers.
GroupM is the media investment group of WPP, the massive multinational advertising and public relations company based in London.
The report also examines programmatic (automated) ad investment trends. “On average across reporting countries, 44% of online display investment was transacted programmatically in 2017 versus 31% in 2016. This will rise to 47% in 2018. For online video investment, programmatic is smaller; 22% in 2017 versus 17% in 2016 and predicted to rise to 24% this year,” reads the report.
When it comes to digital video competition, the report notes measurement of premium video audiences across platforms “is woefully inadequate in every market,” so GroupM asked respondents to "simply estimate the share of TV incumbents versus digital insurgents (and) legacy TV players are believed to hold three-fourths of all video hours but less than a third (29%) online video hours,” says the report.
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