Zenith Optimedia has also presented its forecasts for next year that, in summary, do not discover anything that marketing departments did not know. Online advertising spending will increase while investment in traditional media such as newspapers and magazines will continue to decline.

However, the study shows some trends that we can see next year as the increase in spending on social media and online videos is focused on display advertising and that new technological advances such as high definition and PVR are causing advertisers to fix more on television and see it as a more attractive support.

Global advertising spending will reach 449 billion dollars in 2018, an increase of 4.9%. Advertisers have regained confidence and advertising spending has recovered more quickly than expected worldwide, this recovery will remain stable achieving an increase of 4.6% in 2019 and 5.2% in 2020.

The sector that will continue to see a decrease in advertising investment will be the print media that will show a decrease of 2% between 2018 and 2021. On the contrary, three markets will see a great growth, television and advertising in cinema will be of a 19% and investment in outdoor advertising will increase by 18%. This will be facilitated by technological advances that generate greater consumption by users such as high definition television, 3D movies or digital billboards.

In the case of television, the existence of a greater number of channels in digital quality or the PVR allow a greater number of users to watch more television than ever before. Despite the reign of television among all media, the growth of online investment is something patent, in 2021 it will reach the figure of 91 billion dollars, which will mean an increase of 48%. Of all the formats, the most important will be display advertising, which represents 33.9% of the total investment this year and which in 2021 will represent 35% of the market.

Advertisers also show a great interest in social media and the possibilities offered by their own websites, microsites, YouTube channels, Twitter or Facebook and that allow them to carry out very effective activities.