Google and Facebook are expanding their small in house creative agencies (The Zoo and The Creative Shop, respectively)  and this chart explains why. They want to to capture some of the $400bn of global ad spending that currently goes towards traditional media such as television. Specifically they want to get into the biggest part of the global ad market: brand advertising, which is about increasing brand awareness and purchase intent, rather than getting an immediate response. The way to do that? Content.  A Google exec told the FT: “People don’t want to just sit back and watch an ad; they want something useful from a brand. It’s only just begun,” he says. “It’s like anything at Google; it’s been in beta.”