In their latest Global Ad Trends report, which takes into account likely ad expenditure in 96 global markerts, WARC has forcasted that the annual growth in global ad spend this year will be 4.7%, reaching a total of $572bn before the end of the year.
Full-year projections for 2018 are this optimistic primarily thanks to PyeongChang Winter Olympics, Fifa World Cup and US mid-term elections. WARC also took into account the reduced dollar volatility on emerging markets. As such growth in North America is likely to hit 5%, just behind the 6% uptick in Asia-Pacific though well ahead of the 2.6% growth expected in Europe.
WARC data editor James McDonald commented on their predictions: „2018 should be a stellar year for global advertising, with ad investment set to grow at its strongest rate since the post recovery years of 2010 and 2011. All global regions, with the exception of the Middle East, are expected to register growth, supported by key quadrennial events – notably the Winter Olympics in South Korea, the FIFA World Cup in Russia and the US mid-term elections.“
Mobile will continue to be a key driver of growth, as its share of global advertising increased by 5.9% to 20.6% over the course of 2017, with 45% of this market originating in the US.
See below a round-up of advertising expenditure trends and media projections:
- 0% rise in global adspend last year, to a total of US$546bn
- 7% growth forecast for global adspend this year, reaching US$572bn
- 18% – search’s share of global adspend in 2017
- 40% average growth rate in online video spend since 2013
- 45% of global mobile adspend in 2017 was based in the US
- 61% of global adspend in 2017 (US$334.1bn) invested in traditional media
Other new key media intelligence on WARC Data:
- More ad dollars go to TV networks (US$199.5bn) than the Facebook/Google duopoly (US$133.2bn)
- TV adspend outweighs online video by a ratio of 6:1
- At US$65.8bn, sponsorship will overtake print to become the fourth-largest ad medium in 2018
Global Ad Trends is part of WARC Data, a newly enhanced dedicated online service featuring current advertising benchmarks, data points, ad trends and user-generated expanded databases.
Aimed at media and brand owners, market analysts, media, advertising and research agencies as well as academics, WARC Data provides current advertising and media information, hard facts and figures – essential market intelligence for ad industry related business, strategy and planning required in any decision-making process.
WARC Data is available by subscription only. For more information visit https://www.warc.com/data
