Global Internet advertising expenditure will grow 13 per cent to reach $205bn in 2017, according to the new Advertising Expenditure Forecasts published today by Zenith, the ROI agency.

Internet advertising will attract 36.9 per cent of all advertising expenditure, up from 34 per cent in 2016. This will be the first year in which more money will be spent on Internet advertising than advertising on traditional television (which will total $192bn).

“The sheer scale of Internet advertising means its growth rate is slowing. Internet adspend grew 17 per cent in 2016, down from 20 per cent in 2015, and we expect growth to slow to 13 per cent in 2017, 12 per cent in 2018 and 10 per cent by 2019 (though it will continue to add $23bn‐$24bn a year),” a statement said.

“In this environment it is vital that platforms and publishers address advertisers’ valid concerns about viewability and brand safety to secure sustainable growth. As the market matures, advertisers need to know for certain that their ads are being actively viewed by real people in appropriate environments,” Zenith said.