According to the data shared by emarketer, we can clearly see that the Traditional Ad market is reaching a saturation state in 5 major economies (US, China, UK, Japan, Germany) while the digital ad market will see steady growth in some economies & explosive growth in US & China…but the market size of traditional ads will still certainly remain much bigger in US while market size of digital ads in china will overtake the traditional ads in 2017.
So to answer the question: Marketers are not decreasing their existing budgets for traditional ad channels but the increased marketing budget dollars seems to be directed to digital ads market.
Very interesting data-set, I encourage you to play with it!
Thanks Avinash Kaushik for sharing this interesting tool.
I was playing with the data using Excel & Tableau, here’s a public workbook if you’re interested: https://public.tableausoftware.com/profile/paras.doshi#!/vizhome/WorldWideAdSpend/Dashboard-DigitalAdSpendvsTraditionalAdSpend
Now, it’s your turn! What insights do you get from this data?