Commentary

Mobile Is Driving Ad Spending This Year And Next

Marketers are expected to spend $540 billion globally on advertising this year, a 4.6% increase over 2014, according to a report by media-agency Carat. The year-over-year increase comes despite a relative lack of tent-pole media events, says the report. In 2014, by comparison, Winter Olympics, FIFA World Cup and U.S. mid-term elections helped boost advertising outlays.

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Jerry Buhlmann, CEO of Carat's parent company Dentsu Aegis Network, says "… Carat's latest advertising forecast gives… optimism… for global advertising spending… negative growth markets are… now a minority… collectively we look ahead to 2016 with positive growth predicted for all key markets…"

Global Ad Spending Year-Over-Year Percent Growth (Current Prices)

Region/Country

2014

2015

2016

North America

4.6%

4.6%

5.0%

   USA

4.5

4.6

4.7

   Canada

3.3

2.5

3.0

Western Europe

2.3

2.8

2.8

   UK

6.8

6.4

5.8

   Germany

1.4

1.6

1.8

   France

-0.9

0.0

0.2

   Italy

-2.0

0.9

0.7

   Spain

5.8

6.8

6.9

C&EE

2.5

-2.2

3.9

   Russia

3.8

-7.1

4.5

Asia Pacific

5.3

5.2

5.8

   Australia

0.3

1.0

1.5

   China

7.6

7.9

8.1

   India

8.7

11.0

11.3

   Japan

2.9

0.9

1.2

Latin America

11.4

11.1

11.9

   Brazil

9.5

6.6

8.4

Source: Carat/AdAge, March 2015

The optimism is thanks to digital media, which is fueling the growth in advertising budgets this year, the study found. Global digital spending is forecasted to grow 15.7% in 2015 compared with the previous year. Meanwhile, traditional media,  even TV, is seeing sluggish growth or declines.

The report, including data from 59 markets across the Americas, Asia Pacific, Europe, Africa and the Middle East, illustrates how media consumption is shifting.

Digital media, particularly mobile and video, are commanding larger investments; TV remains massive, although it's not quite as large as it once was; and print's erosion continues to the point that out-of-home ads (such as billboards) will overtake the amount advertisers spend on magazines globally, says the reports.

Global Year-Over-Year Percent Ad Growth By Media (Current Prices)

Medium

2015

2016

Television

3.6%

3.9%

Newspapers

-3.8

-2.4

Magazines

-1.7

-1.7

Radio

2.3

4.9

Cinema

3.4

1.9

Outdoor

4.8

5.2

Digital

15.7

13.8

Source: Carat/AdAge, March 2015

Spending on digital media will make up 24% of global advertising expenditures, the report predicted. That's still about 20 percentage points shy of TV, which will attract 42% of ad spending in 2015. And although newspapers' share of ad budgets is shrinking, they're still the third largest marketing expenditure. Magazines, however, will fall behind outdoor media by 2016, the report said.

Global Year-Over-Year Share Of Ad Spend By Media

Medium

2015

2016

Television

42.2%

41.7%

Newspapers

12.8

11.8

Magazines

6.9

6.4

Radio

6.6

6.6

Cinema

0.5

0.5

Outdoor

7.1

7.1

Digital

23.9

25.9

Source: Carat/AdAge, March 2015

The report points to a 50% increase in global mobile-ad spending and a 22% boost in global online video budgets as the primary reasons for the surge in digital. It also highlighted the emerging gulf between the amount of time spent consuming media on mobile usage and ad spending on such devices.

A factor holding back mobile investment, says the report, is the difficulty in proving the ROI for more traditional businesses. The early investment in mobile advertising has been among pure-play, app economy brands, and business for whom there is an easily demonstrable ROI for investing in mobile.

In the U.S., the tactic of buying digital display ads using automated technology, referred to as "programmatic,” will claim $10 billion in marketing budgets this year, a 137% year-over-year increase, according to the report. It will account for 45% of the U.S. digital display ad market.

Overall U.S. ad spending is expected to climb 4.6% in 2015 compared with the previous year. What's happening in the U.S. largely reflects the rest of the globe. Digital platforms are driving the gains, but TV still holds the largest share of ad budgets despite smaller year-over-year gains, concludes the report.

For additional information, please visit Carat/AdAge here.

 

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