The latest advertising expenditure forecasts from ZenithOptimedia and Magna Global indicate a slight dip in 2015 global adspend from 2014, with an improvement expected in 2016.
ZenithOptimedia Source: ZenithOptimedia, March 2015 and Magna Global, February 2015
predicts adspend from 2015 to 2016 to grow between the 4%-5% level, at a slightly lower rate than global GDP levels (6%-7%). There will be a dip in 2015 adspend due to the economic situations in Russia and Ukraine, as well as a slowing down in China’s adspend growth. In retrospect, advertising activity surged in 2014 during the World Cup, Winter Olympics and US mid-term elections period. The forecaster expects adspend to increase again in 2016 when the Summer Olympics, UEFA football championships and US presidential elections will take place.Magna Global’s
forecast for global adspend is on par with ZenithOptimedia’s, staying around the 5% level. The company also estimates advertising expenditure to grow at a slower pace than global GDP levels because it believes digital media is enabling brands to spend their budgets in smarter and more efficient ways rather than simply spending more.
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- Both forecasters predict a slight dip in 2015 global advertising spend from 2014. However the Summer Olympics and US Presidential Elections in 2016 are believed to boost global adspend next year
- Global Outdoor will continue to grow this year but at a lower rate, in line with the global All-Media slowdown. In the UK, digital Outdoor revenue took up almost 30% share of all Outdoor revenue in the country in 2014
- China has overtaken Japan to be the 2nd biggest advertising market globally in 2014. The top 3 ad markets in 2017 are predicted to be USA, China and Japan. Argentina is forecast to join the ranks of the Top 10 ad markets by 2017.