Advertising in the Digital Era
The world witnessed a 1,266% increase in the number of Internet users in the last two decades. In 2021, 63.2% of the world population, approximately 4.93 billion people, use the Internet.
The potentials and reach of the Internet caused the growth of global digital advertising to go into overdrive. Its market size is forecasted to grow at an annual rate of 24.7% between 2020 and 2027 to reach over US$ 1.5 billion.
Other driving factors of the growth include the improved accessibility and adoption of smartphones, 5G technology and the Covid-19 pandemic. However, the Internet is also experiencing challenges such as ‘digital saturation’ and ‘digital fatigue’.
What kinds of marketing strategies can help companies overcome the challenges of a saturated digital space?
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Manager, Group Marketing Communications
Spire Research and Consulting
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