Drugi jezik na kojem je dostupan ovaj članak: Bosnian
In its latest report on global advertising market, Magna – research agency within IPG Mediabrands which owns the UM agencies – points out that the global advertising industry in 2016 reached the value of 460 billion euros, with an increase of 5.7 percent. The report reveals that 2016 recorded the highest growth in the last six years thanks to the growth of advertising in social networks and internet searches.
This is largely in line with the earlier forecasts from Magna in June 2016, when they predicted growth of 5.4 percent. The largest contribution to this growth was made by the United States (6.9 percent), China (7.2 percent), Australia (7.4 percent) and U.K. (5.2 percent). “The big television events in 2016 (elections in the United States, UEFA tournament, the Olympic Games and South American football championship) increased ad sales despite significantly lower ratings than expected,” Magna comments on the events which influenced the market. However, Magna predicts global growth of advertising to reduce to +3.6% in 2017, due to economic and political uncertainty and lack of big TV events in this year.
Growth in 2016 was a result of growth in digital
Not surprisingly, the growth recorded during 2016 resulted from the sale of digital ads which globally increased by 17 percent, while offline ad sales (TV, print, radio and OOH) are stagnating, or more precisely recorded an increase of 0.3 percent. If not for the big television events, sales in offline media would have dropped by -2% compared to the results from 2015.
Global overview for 2017
Magna predicts a slowdown in the advertising industry at the global level, to 3.6 percent in 2017, due to a lack of big TV events, as well as economic and political “uncertainty” on several markets, brought by events such as the Brexit process, the new president of the United States and the general elections in Germany and France. In addition, it is stated that this would be the lowest growth rate recorded in 15 years, not including the great recession of 2008-2009.
“We expect sales growth in digital media again to see double-digit increase (13%), while the online ad sales will decline by 2 percent. Selling ads on TV and radio will be essentially the same, with a slight decrease of 0.1% and 0.9% respectively, while the sale of advertising in print publications will continue to fall by 9% and OOH will maintain growth of 3.7%,” the report said.
Central and Eastern Europe: Recovery of the markets
Investments in the advertising industry in Central and Eastern Europe rose by +6.0% in 2016, to $16bn, slightly above previous expectations (June 2016: +5.4%). Consumption growth in 2017 will slow down and will come to +5.6%.
TV remains the dominant media format in Central and Eastern Europe, and represents more than 42% of the total advertising budgets, or $7bn, ahead of digital media, which represent 35% of the total budget for advertising. It is expected that advertising on digital channels will exceed TV consumption by 2018, however, then both segments will represent slightly more than 40% of the total budget for advertising. Most of the growth in the region in 2016 came from the sale of digital ads, which increased by +15%, compared to TV and OOH which grew by +4% and +2% respectively. Selling radio ads has stagnated, and the sale of press ads has continued to decline.
In the field of digital advertising, growth in Central and Eastern Europe is concentrated in two formats: search and social networks. Advertising on mobile devices continues to increase in the share of total digital consumption, with more than a third of the total sales of digital ads in Central and Eastern Europe in 2016 belonging to this segment, which represents nearly 50% growth. It is no coincidence that the formats that were fastest to adapt to mobile advertising are search and social networks, due to the fact that 37 percent of searches in 2016 were realized on mobile devices, and almost 2/3 of the total expenditure on social networks is realized on mobile devices. By 2021, spending on advertising through mobile devices will represent 60% of CEE investment in digital advertising, and nearly 30% of the total budget for advertising in the region.