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Report: State of Digital

GroupM of New York has release its annual "State of Digital" report for 2018. The report offers information regarding consumer media consumption and advertising investment trends worldwide, with a focus on the impact of technology and digital communications. The report predicts that consumer time spent with online media will surpass linear television this year.

In 2018, consumers are expected to spend an average 9.73 hours per day with media, up from 9.68 hours in 2017. Of this time, online media is expected to account for 38%, while television will account for 37%. The balance will primarily be split between print and radio.

The report also states that programmatic ad buying accounted for 44% of online display advertising in 2017, increasing to 47% in 2018. Regarding video ads, programmatic buying accounted for 22% of purchases in 2017, increasing to 24% this year.

"Automation and talent are the big themes in advertising's current revolution," said Kelly Clark, CEO of GroupM Global. "One of the downsides of specialization is the increase in specialists who know more and more about less and less. We have to use automation to liberate brain-power, so talented people can look across the entire media ecosystem to help clients optimize short-term results and create long-term brand value."

GroupM is a subsidiary of WPP.

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