Digital share of all advertising now put at just 25%

New estimates put the share of all advertising now accounted for by digital ads at just 25%, far lower than the 50% previously supposed.Figures compiled by Morgan Stanley analyst Brian Nowak highlighted the significant disparity between prediction and reality which he attributes to a number of factors, all of which point to good news for Facebook and Googleas they seek to grow their own businesses.Between them the duopoly is driving over 80% of all online ad growth, leaving little room for competitors to find a toehold – although Nowak credits Snap as a surprise contender in the sector.

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