Advertising spending on the internet exceed for the first time next year those on television, said Monday the ZenithOptimedia agency, specializing in the advertising market forecasts.
Internet advertising will grow this year a growth three times higher than on other media, thanks to demand for ads on social networks, online video and paid search, provides the agency.
In December, ZenithOptimedia estimated that the internet would become the first advertising medium that as of 2018.
"The global economy is facing serious challenges," says the agency that belongs to the French Publicis. "But the confidence of advertisers remains largely intact and our forecasts for global growth in 2016 have barely changed since the publication of our previous forecast in December."
ZenithOptimedia has revised its forecast for global growth in the advertising market to 4.6% for 2016 instead of the 4.7% it expected in December.
In 2015, growth was 3.9%.
The Euro Cup, the Rio Olympics and the US presidential election will support ad spending this year.
Among the "challenges" cited by ZenithOptimedia included however the economic difficulties in China, Russia and Brazil as well as the uncertainties surrounding the British referendum on membership of the European Union.