New Delhi, Sep 7: The global advertising industry is rapidly moving towards digital platforms, with digital advertising expected to account for nearly 80 per cent of total global advertising revenue by 2029, according to an industry report.

The shift is being driven by the growing use of smartphones, social media, online video, streaming services and other digital platforms. As consumers spend more time online, advertisers are increasingly moving their budgets towards digital channels.

Digital media is also gaining ground on traditional television advertising. Online platforms allow businesses to reach specific audiences, track campaign performance and adjust their strategies more quickly.

The growing use of artificial intelligence is further changing the advertising industry. AI is helping brands understand consumer behaviour, create content and improve the targeting of advertisements. PwC has also projected strong growth in advertising as digital technologies and AI reshape the global media industry.

Social media and online video are expected to remain important growth areas. Industry data shows that social media advertising continues to expand rapidly, supported by rising user engagement and the increasing popularity of video content.

The shift is creating new opportunities for digital publishers, technology companies, content creators and businesses that depend on online marketing. At the same time, traditional media companies are increasingly expanding their digital and streaming offerings to keep pace with changing consumer habits.

Television is expected to remain relevant, particularly for live sports, major events and large-scale campaigns. However, the continued movement of audiences towards digital platforms is likely to put further pressure on traditional advertising formats.

For businesses, the trend highlights the growing importance of a strong digital presence. Companies are expected to increasingly focus on social media, online video, search, mobile advertising and other digital channels to connect with consumers.

The rapid growth of digital advertising reflects a broader change in consumer behaviour and is expected to remain one of the key forces shaping the global media and advertising industry in the coming years.