Slowdown, recession to limit ad growth
Print Edition
MEDIA agency ZenithOptimedia has lowered the advertising forecast in 2015 by 0.5 percentage points to 4.4 percent with the total market size of US$544 billion.
The agency blamed deepening recession in Russia, Ukraine and slowdown in China for the adjustment.
China is expected to more than double the pace of the global advertising expenditure increase with a 9.1 percent rise, but lower than the average of 10.5 percent annual growth in the past five years, according to a quarterly report released yesterday. ZenithOptimedia estimated an average increase of 8.5 percent between 2014 and 2017 in China.
China, after dethroning Japan as the second-largest advertising market last year, is estimated to contribute 16 percent of ads expenditure growth between 2014 and 2017, with the US on top at 26 percent.
“China’s ad market is slowing in step with its economy but it remains very healthy by international standards, and because of its large size now relatively small changes in growth visibly affect the global situation,” the agency said.
Boosted by the 2016 Summer Olympics in Rio and the US Presidential elections, global advertising expenditure is expected to rise 5.3 percent in 2016.
Mobile advertising is estimated to surge 39.8 percent on average through 2017, about nine times that of desktop Internet advertising. Within three years, mobile is expected to account for 12.7 percent of total advertising dollars globally at US$75 billion, more than double from that of 5.3 percent in 2014.
By 2017, the share of Internet expenditure out of the overall ad market is to rise to 31.4 percent from that of 24.1 percent in 2014, while newspapers and magazines are shrinking at 3 percent and 2 percent on average, respectively.
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