1. 2016 Ad Revenues: The Year at a Glance
We’re starting the year off by looking back on ad trends from 2016. New data from the Global Advertising Trends report by IHS Markit show that major events in the past year pushed global ad revenue up 7% over the previous year, capping it out at $532 billion. Although digital markets such as Facebook, Google, and Snapchat have been, and continue to be, all the hype in the advertising world, TV still took home in the largest share of advertising revenue, lifted up by quadrennial events like the Olympics, the U.S. Presidential Election, and the Euro Cup. However, it won’t be long until we start seeing online advertising revenue race up ahead of TV; in some countries, online already accounts for almost 50% of total ad revenue. Looking forward to this year, IHS Markit predicts total ad revenue to surge 11.1% to $590 billion.