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Social media ad spending 20% higher towards 2021
Forrester's social media advertising forecast, 2017 - 2022 indicates that global social ad spending continued to grow robustly in 2016. After increasing by 45.5% in 2015, this growth accelerated to 51.8% in 2016, above prior 41.9% estimate. The acceleration is surprising, given that the growth was already high on top of a large base of $23.7bn in social ad spending in 2015.
Hermin Utomo © 123RF.com
The forecast also lists several factors that support this robust growth outlook, including:
- Facebook seems poised to start monetising video in a meaningful way.
- Snapchat could soon surprise with video ad revenue helped by original content.
- Social ad load outside the Facebook news feed has room to expand in the US.
- Developing countries with low social ad spend per user offer upside opportunity.
- Developed countries will continue to drive the majority of growth.
For more information on Forrester’s social media advertising forecast, 2017 – 2022 or to read the full report, click here.