Every time I’ve written about the potential future of online advertising, I’ve claimed that at the very most, online advertising will collect 25% of the total advertising pie because, well, we currently spend 25% of our time online (and marketers currently spend less than 6% of their budgets online).
A few people have emailed or commented saying that online ads will eventually garner more than 25% of total ad dollars. The more I read about wi-fi penetration etc., I ask: what if we’re connected to the web more than 25% of the time. What if we’re on, all the time? All right, we need sleep. But when you think about it, it’s true that we could be “online” for 33, 40, 50 or 60% of the time… if that’s the case, can you imagine how huge online advertising will get?
When you think about it, we still separate Web from Wireless but technically, if Asia and Europe are any indication, the line between one and another will blur and that will surely lead to a global digital advertising market that could be much larger than the offline ones combined.
- 2021: When Online Ads will Surpass TV ads?
- 2020: US Online Ads = $100B and Google = $375B market cap?
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