The latest WARC projections for 2020, based on 96 markets, indicate that TV will attract the most advertiser investment globally, with US$192.6bn spent on the medium – up 2.5% year on year. This total is, however, now behind the $231.9bn for the Alphabet and Facebook ‘duopoly’.
Alphabet, the world’s largest media owner, is expected to draw US$149.0bn globally (up 10.5% year on year), of which 72.4% – $107.8bn – will come from its core Google search business. This gives Google a 77.7% share of the global search market. YouTube’s share of Alphabet’s ad income is expected to be 12.4%...