Time spent on digital media will surpass that of traditional TV this year

The amount of time spent on digital media will surpass that of traditional cable TV for the first time this year, which will continue to shape the media and marketing landscape.

The amount of time spent on digital media will surpass that of traditional cable TV for the first time this year, which will continue to reshape the media and marketing landscape.

On a global average, about 221 minutes per day, or 38 percent of the total amount spent on media in 24 hours, will be spent on digital media, compared with 218 minutes or 37 percent on cable TV, according to a recent report by WPP's media investment arm GroupM. 

Increased time spent consuming online media also supports an escalation in the e-commerce sector.

GroupM predicts 15 percent growth in e-commerce transactions in 2018 to US$2.442 trillion, or about 10 percent of the overall.

About 44 percent of online advertisement investment was placed automatically in 2017 versus 31 percent in 2016. That proportion will rise to 47 percent this year.

The report also pointed out the extensive development and application of artificial intelligence in marketing tools. "Among many future applications, we expect AI to helpfully emerge in fighting fraud that evades conventional rules-based solutions," points out Adam Smith, GroupM’s Futures Director.

In contrast, there is little evidence of practical applications of blockchain in the advertising sector due to the difficulty of requesting every participating computer to be updated all the time.


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