Warc, 10 July 2014
NEW YORK: Global advertising expenditure is forecast to grow
at 5.7% in 2014, more than twice the rate of the previous year according to new
figures from eMarketer.
The insights provider predicted a total of $545.4bn would be
spent this year, up from $526.2bn in 2013, helped by specific events such as
the FIFA World Cup in Brazil as well as the general trend for digital adspend
to increase as people worldwide spend more time on digital devices,
particularly mobile.
Digital ad spending was projected to rise 16.7% in 2014 to
reach $140.1bn, pushing its share of total media ad spending above 25% for the
first time. While growth will decline into single figures in subsequent years
eMarketer expected its share of all spending to be very nearly one third by
2018.
Tablets and smartphones are key to this growth and eMarketer
estimated that mobile ad spending would leap 84.7% this year to $32.7bn, or
almost one quarter of the digital total. That proportion was likely to be significantly
higher in more mature markets – 70.4% in the UK by 2018 and 67.8% in the US.
In many developing markets TV was likely to remain the
leading channel for some time, according to eMarketer. It noted a lag in mobile
ad spending as many consumers continued to use feature phones and argued that
low per capita income meant that in any case there was not so much to market to
them. Thus, even in major markets like China and India, mobile ad spending
would only be 29.3% and 15.8% respectively of all spending by 2018.
Further, "a smartphone infrastructure for consumers
doesn't immediately translate to a functional advertising infrastructure",
it added.
In terms of per capita spending, the US led the way with an
average $565 being spent in 2014, compared to $37 in China and $5 in India.
Warc's June International Ad Forecast expects adspend in its
twelve key markets to rise 5.6% this year in PPP terms, and a further 5.3% in
2015.
Data sourced from eMarketer; additional content by Warc
staff
No comments:
Post a Comment