The short version

Tim Armstrong predicted on April 9, 2013: “In the next five to 10 years, there's going to be a huge movement of offline ad revenues to online. ... Internet and mobile has a chance to be lights-out compared with television.” Verdict: Called it. Global ad spend data from 2018-2023 confirms a significant shift from offline to online, with digital (internet…

Prediction by

Tim Armstrong

On April 9, 2013

“In the next five to 10 years, there's going to be a huge movement of offline ad revenues to online. ... Internet and mobile has a chance to be lights-out compared with television.”

Follow-up

Global ad spend data from 2018-2023 confirms a significant shift from offline to online, with digital (internet and mobile) becoming the dominant advertising medium and surpassing TV in share of spend, aligning with Armstrong's prediction.

From the High Caliber AI network — see the AI for PR module in the course.