I don’t think anyone would be surprised by this news by now, but the spend on digital ads is projected to pass traditional ads in U.S. local markets by 2018.
Personally, I’m surprised spend on digital won’t pass traditional spend in local markets before then. I’m sure there are some outliers that will keep it from escalating faster, but it seems like everyone is going to digital.
We’ve seen a big jump in digital spend for almost all of our clients: national and local. It will be interesting to see the progression, and if AdAge updates their projections in a few months.