Offline commands two thirds of global ad spend

Around 66 per cent of current global advertising spend is used for offline mediums (print, TV, radio), according to top tech share market commentator Mark Mahaney.

Mahaney, who is also the managing director of Canadian-based RBC Capital, dropped these figures while discussing Facebook’s future at the Business Insider’s Ignition conference in New York.

Despite the recent buzz surrounding the possibilities of social media advertising, Mahaney noted that offline still brought in a sizeable chunk of the ad pie at 66 per cent or $US400bn.

This figure has dropped from the 91 per cent offline channels commanded back in 2006, however Mahaney says trends and indicators were predicting Facebook to cause even more disruption this year than what has been recorded.

He pointed to Facebook’s mobile-enabled, strong social and video functionality capabilities as its biggest draw cards for advertisers.

Focusing on Australia, it has been revealed the Australian Government has upped its spend on digital advertising this year.

In the past year the government more than doubled its spend on digital advertising to $57.4m, representing 33 per cent of overall spend, compared to $28m in 2014-15, which only took up 26 per cent.

TV still took out the largest slice of the government ad spend with $66.6m, while press (including print) was at $18.7m, radio ($15.5m) and out of home spend more than doubled to $10.1m.

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