Digital Marketing Cartoon Pay Per Click (PPC) Marketing

New Year, New Budget: Paid Advertising in 2017

JannelleChemko
ByJannelleChemko

Earlier this year, eMarketer forecasted that digital ad spend will surpass TV ad spend, for the first time ever, in 2017.

Among the stats presented in their quarterly ad spending forecast, they estimate that digital ad spend will equal around $77.37 billion dollars in 2017 (in comparison to TV ad spend at a ‘measly’ $72.01 billion :), and that Google will remain the King of the Search Ad Market.

Paid Advertising in 2017.png

Forrester is also on board with this forecast, as they predict digital marketing spend to top $103 billion dollars by the year 2019, mostly made up of paid search advertising and marketing, and social media marketing. And on the social media front, Facebook remains King, as they will have generated close to $10.23 billion in display ad revenue this year alone, and YouTube is close behind, with ad revenues expected to reach $5.18 billion in 2016 — a growth of 21.1% in comparison to last year. And don’t forget about mobile: mobile ad spending in the US alone is predicted to grow a total of 38% this year, equal to $43.60 billion dollars.

These are a lot of huge numbers: but what do they mean for your paid advertising plan in 2017? Here’s a high-level summary:

  • Digital is where it’s at. The numbers above can speak to this alone, but also, as this year’s State of Inbound 2016 report revealed, Outbound (printed flyers, outdoor ads, cold calling) is considered the most overrated marketing tactic.
  • People want less interruptions. 73% of consumers dislike pop-up and intrusive, in-your-face ads, like those that auto-play when you visit certain websites. If you currently employ these types of ads for your website, you definitely want to re-think your strategy, especially as ad-blocking software installs are on the rise.
  • Be mobile-friendly in everything you do. “As consumers continue to increase engagement with mobile devices for daily activities and content consumption, marketers [should] further integrate all marketing activities—including advertising—to the mobile category,” – eMarketer
  • Optimize for search marketing. As noted above, Forrester predicts that search marketing is going to lead the billions in digital marketing spend, so optimize your search marketing strategy to prepare for this. It might be time to hire a consultant to look at your current setup, or hire a full-time employee to do the job. SEO and SEM is not a one-time-and-done task, it needs to be continually optimized and improved as new content is added to your website, or new services or products are offered by your company.
  • Have an active role on social media. I’ve heard a few predictions that corporate social media involvement is going to be bigger than ever in 2017, as it’s becoming more and more difficult to reach a target market without an active presence on at least one platform or two. And platforms are realizing this, too, and are increasingly adopting a “pay to play” philosophy for brands to further increase their own revenues.
  • Add video. Also detailed in the 2016 State of Inbound report, video is “dominating the agenda of C-level business leaders” with 56% of respondees planning to add to YouTube as a content channel in 2017, whereas 46% more plan on Facebook video, and 17% interested in Snap (formerly Snapchat). For many marketers, visual and audio content are channels that are thought to help with the future of technology, as customers become more impatient and are looking for quick and easy ways to consume content and information.

For more information about the state of paid advertising as it stands, and the predictions for the future, read through the stats and charts in this year’s State of Inbound report. It may help you put together a really solid digital marketing and advertising strategy for 2017.

About the Author

JannelleChemko

JannelleChemko

Numbers Ninja & Digital Dynamo
Jannelle Chemko has been working in Operations and Accounting since 2007. After earning a Bachelor’s Degree in English, she is now in the midst of her CGA designation.

As strange as it sounds, Jannelle is a numbers and a letters guru: in addition to extensive full-cycle accounting experience in the technology and retail industries, Jannelle is also passionate about writing. In between crunching numbers and building excel reports, she researches, creates content, and keeps up to date with digital trends.

When she’s not working to meet school and month-end deadlines, you can find Jannelle outside walking her dog, and enjoying the beautiful Vancouver air.
Follow Me On: Facebook

You may also like...

By continuing to browse or by clicking “Accept” you agree to the storing of first- and third-party cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Cookie policy | Privacy Policy

Privacy Preference Center

Close

Your Privacy

Umami Marketing Inc. appreciates your interest in its products and your visit to this website and respects the privacy and the integrity of any information that you provide us as a user of this Site. The protection of your privacy in the processing of your personal data is an important concern to which we pay special attention during our business processes.

Privacy Policy

Required
Personal data collected during visits to our websites are processed by us according to the legal provisions valid for the countries in which the websites are maintained. Our data protection policy is also based on the data protection policy applicable to Umami Marketing Inc. Read more

Cookie Policy

Required
Umami Marketing uses cookies and similar technologies, such as HTML5 web storage and local shared objects (all referred to as ‘cookies’ below), to record the preferences of users and optimize the design of its websites. They make navigation easier and increase the user-friendliness of a website. Read more

Essential cookies

These cookies are essential for websites and their features to work properly. Without these cookies, services such as the vehicle configurator may be disabled.

Cookies used

  • WordPress Required

Performance Cookies

These cookies collect information about how you use websites. Performance cookies help us, for example, to identify especially popular areas of our website. In this way, we can adapt the content of our websites more specifically to your needs and thereby improve what we offer you. These cookies do not collect personal data. Further details on how the information is collected and analyzed can be found in the section ‘Analysis of usage data’.

Cookies used

Third-party cookies

These cookies are installed by third parties, e.g. social networks. Their main purpose is to integrate social media content on our site, such as social plugins.

Third-party cookies