The average consumer will be spending 9.73 hours in 2018 using media daily, up from 9.68 hours in 2017, according to a new report from GroupM, the media investment arm of WPP.
In addition, time spent with online media will overtake time spent with linear TV for the first time, according to the company. The forecast matches that by research firm eMarketer, which recently reported similar findings.
GroupM further predicts that online will have a share of 38%, compared to TVs share of 37%.
Additionally, eCommerce is set to grow 15% in 2018 to $2.442 trillion.
Programmatic transactions are also on the rise with 44% of online display transacted programmatically in 2017 compared to 31% in 2016. Programmatic was just 22% in 2017 for online investment and is predicted to reach 24% in 2018.
Adam Smith, Futures Director at GroupM said:
“Arguably, today’s most advanced marketing tools are the advanced algorithms helping brands analyze which creative or media placement is performing the best, at scale and speed,” states Smith. “Among many future applications, we expect AI to helpfully emerge in fighting fraud that evades conventional rules-based solutions.”
Similarly, Kelly Clark, CEO of GroupM Global explained that automation and talent were the core drivers in the ad revolution.
“One of the downsides of specialisation is the increase in specialists who know more and more about less and less. We have to use automation to liberate brain-power, so talented people can look across the entire media ecosystem to help clients optimise short-term results and create long-term brand value.”