The Internet will soon lose its coat as the fastest-growing sector in the global advertising market, for the first time in two decades, as trademarks wanting to spend money on advertising budgets are turning to traditional media such as cinema, billboards and posters. places.
Next year, the global Internet advertising market, dominated by Google and Facebook, will surrender its position as the fastest-growing advertising medium for the first time since the launch of dotcom and its collapse at the beginning of the century.
According to forecasts by the world media agency Zenith, next year global advertising will increase by 10% worldwide, which is the lowest level since 2001. t Reducing the growth rate means that advertising in cinemas will increase next year as 12%, became the fastest growing advertising medium.
Larger companies have expressed concern about digital scandals – such as Cambridge Analytica, "fake news" and ads that appear alongside inappropriate YouTube videos, such as extreme materials that are pushing for Internet platforms.
The film industry is experiencing the golden age, since last year the United Kingdom has been at its highest level since 1970, and the world records of the treasury have been broken and advertisers want to earn.
Investing in technology, from the special effects used in performance films, to plush cinema experiences with sporty leather seats, sofas and restaurant menus have sparked renaissance despite the expansion of streaming services such as Netflix.
"From Wonder Woman to Avengers, Black Panther or The Favorite you have a diverse range of films with captured audiences that advertisers know they can get a special message," said Tim Richards, founder and executive director of international cinema. chain Vue.
"We also see companies getting tired of bombarding the Internet with messages when they can not be sure who sees them. The audience has a higher level of confidence in what they see on the big screen than something that may have been uploaded on the Internet. «
While the growth rate of online advertising has always slowed down over time, it will amount to half of the $ 650 billion (£ 520bn) spent on advertising globally in 2020 – there are signs of a wider market move. This month, the British Competition Authority launched a probe into the 13 billion British digital ad market.
The outdoor advertising sector – which includes billboards, buses and railway stations – is projected to increase to a healthy 5% worldwide at the end of 2020, leading to a decline in the use of advertisements on other media, including newspapers and television.
"Outside advertising is now a very digital experience, pixels are no longer fitting and this is attractive for brands," said Phil Hall, the future managing director of the media company Ocean Outdoor.
"But you can not ignore the issue of brand security. Given the well-publicized issues faced by some digital giants, outdoor advertising has a big step for advertisers to be a trusted brand of branding.
The Zenith report says that while much of the Internet advertising comes from small local businesses that use all of their budgets on platforms like Google and Facebook, most major brands still prefer to spend most of their advertising money on traditional media.