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Mobile to drive rise in global advertising
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CHINA is set to remain the second-largest advertising market globally in the next two years, according to a latest study.
ZenithOptimedia estimated global advertising spending to grow 4.9 percent to US$545 billion in 2015, with the pace slightly down from this year’s 5.1 percent.
China, which overtook Japan this year, is set to account for 19 percent of the extra US$86 billion advertising spending between 2014 and 2017, while the US is estimated to make up 25 percent of new advertising expenditure.
Mobile, the fastest growing sector, remains the main driver in rising global advertising spending, with an estimated annual growth of 38 percent between 2014 and 2017, according to ZenithOptimedia’s Advertising Expenditure Forecasts released yesterday.
“The government’s continuous policy of driving inward growth has thus pushed forward the shift toward mobile communication and mobile commerce, which is a critical trigger for the advertising sector in 2015,” said Chris Maier, head of research and analytics at ZenithOptimedia China.
Sports events like the 2016 Olympic Games and the UEFA European Football Championship as well as the US presidential election are expected to propel advertising expenditure to grow 5.6 percent that year.
Television’s dominant share of global advertising spending may fall to 37.4 percent in 2017 from 39.6 percent in 2014.
The firm also predicts that Internet advertising share will rise from 23.8 percent in 2014 to 31.1 percent in 2017.
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