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Global ads spending is to grow this year
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GLOBAL advertising spending is expected to reach US$548.2 billion in 2016, an annual growth of 4.4 percent, thanks to robust growth in the North America and strong recovery in Russia, Dentsu Aegis Network's media communications agency Carat said in its latest global forecast.
China, the world’s second largest advertising market, is expected to reach US$81.8 billion spend this year and although the ages of double-digit growth is already gone, China is still the fastest growing ad market behind India and Russia, with a similar growth pace at 5.5 percent estimated for 2017.
The positive momentum of the global advertising spend is expected to continue into 2017 reaching US$570.4 billion, a 4.0 percent year-on-year growth.
Globally, the upbeat outlook is fueled by a number of media events including the UEFA EURO championship, the Rio 2016 Olympics and Paralympics, as well as the upcoming US presidential elections.
In China, mobile advertising expenditure is driving overall digital spending growth to 47.1 percent this year and 34.6 percent next year, and soon would make up more than a third (34 percent) of total digital spending in 2017.
TV still dominates the overall ad spending with 53.4 percent share predicted in 2016 and 51.2 percent in the next year, although annual growth is moderate compared to digital and out-of-home advertising, and its proportion out of the total ad spend has been falling since 2010.
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