MEDIA SHIFT
Internet firms siphon off half of all US advert sales
Magna Global study predicts online advertising could surpass $100bn for the first time
Los Angeles — Online advertising will account for more than half of all US advertising sales in 2018, according to a study, surpassing $100bn for the first time and marking a milestone in the shift of money, time and attention to the internet from older media. Having already exceeded the combined ad sales of print, radio and TV, online advertising in the US will increase 16% to $106.6bn, researcher Magna Global said in a report on Thursday. Led by Google and Facebook, the growth will boost the overall US advertising market to a record $207bn in 2018. Alphabet, parent of Google and YouTube, and Facebook account for most online ad sales and show little sign of slowing down. Ad revenue from web searches, dominated by Google, grew 18% in the second quarter, Magna said. Ad sales on social networks, led by Facebook, jumped 36%. Amazon.com has also emerged as a recipient of ad dollars, with projected revenue of $4.61bn, according to EMarketer. Digital growth Some of this digital growth is ...
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