Global advertising spending is expected to
grow by 4.9% in 2012 to $465.5 billion, according to the latest Global
Advertising Forecast from Strategy Analytics. This follows 3.8 per cent
growth in 2011.
Although total UK advertising spending is expected to increase by
slightly less than the global rate, at 4.2% this year - to $20.9bn – it
is a significant improvement on the 1.4% growth in 2011. The UK
outperforms Europe as a whole, which is expected to grow by 3.7% to
$136.3bn in 2012.
“Major global-impact events led by the Olympics, the US Presidential Elections and the European Football Championships as well as Japan’s continuing recovery from the earthquake combine to paint a brighter picture globally in 2012 for advertising spending overall,” explains Ed Barton, Strategy Analytics’ Director of Digital Media Strategies.
“Furthermore we expect that total ad spend will surpass half a trillion ($500bn) dollars in 2014.”
Global TV advertising is expected to grow by five per cent in 2012 to $188.5bn, equivalent to 40% of all global spending. Global print advertising is expected to grow by 0.5%, accounting for a 26.3% share. Other traditional formats including cinema, out of home and radio will grow by around 4%.
In contrast, global online advertising is expected to grow 12.8% to $83.2bn in 2012, accounting for 18% of global ad spending.
“Online advertising will continue along its growth trajectory fuelled by strong growth in emerging markets and increased spending volumes on social networking and online video advertising,” says Barton.
“The UK is way ahead in terms of the share of spending generated by online - its share in the UK this year will be around 36 per cent compared to 20 per cent in Europe and 18 per cent globally. Furthermore, advertising spend on online has already overtaken print in the UK and is expected to do so in Europe and globally in 2017.”
He adds, “Europe presents the sternest challenges to forecasting: structural macroeconomic issues based on unsustainable national and household fiscal deficits and the ever-present threat of a major shock in the form of a Eurozone default means that the region is one defining incident away from all forecasting outlooks effectively being rendered irrelevant in a single stroke.
Barton concludes that assuming that the Eurozone can build its way out of the current uncertainty we are likely to see a situation characterized by some territories suffering a long term zero-to-negative growth environment where spending will remain very low (Spain, Greece, Italy, Portugal).
“Stronger Western European economies (UK, Germany, France) will grow slowly with the occasional fillip from one off drivers such as major sporting events. Growth, albeit from lower spending volumes, is likely to come from Eastern and Central Europe (Turkey, Russia) and the on going growth trajectory of online formats, in particular online video and social networking,” he says.
by Mail Media Centre
mmc.co.uk
“Major global-impact events led by the Olympics, the US Presidential Elections and the European Football Championships as well as Japan’s continuing recovery from the earthquake combine to paint a brighter picture globally in 2012 for advertising spending overall,” explains Ed Barton, Strategy Analytics’ Director of Digital Media Strategies.
“Furthermore we expect that total ad spend will surpass half a trillion ($500bn) dollars in 2014.”
Global TV advertising is expected to grow by five per cent in 2012 to $188.5bn, equivalent to 40% of all global spending. Global print advertising is expected to grow by 0.5%, accounting for a 26.3% share. Other traditional formats including cinema, out of home and radio will grow by around 4%.
In contrast, global online advertising is expected to grow 12.8% to $83.2bn in 2012, accounting for 18% of global ad spending.
“Online advertising will continue along its growth trajectory fuelled by strong growth in emerging markets and increased spending volumes on social networking and online video advertising,” says Barton.
“The UK is way ahead in terms of the share of spending generated by online - its share in the UK this year will be around 36 per cent compared to 20 per cent in Europe and 18 per cent globally. Furthermore, advertising spend on online has already overtaken print in the UK and is expected to do so in Europe and globally in 2017.”
He adds, “Europe presents the sternest challenges to forecasting: structural macroeconomic issues based on unsustainable national and household fiscal deficits and the ever-present threat of a major shock in the form of a Eurozone default means that the region is one defining incident away from all forecasting outlooks effectively being rendered irrelevant in a single stroke.
Barton concludes that assuming that the Eurozone can build its way out of the current uncertainty we are likely to see a situation characterized by some territories suffering a long term zero-to-negative growth environment where spending will remain very low (Spain, Greece, Italy, Portugal).
“Stronger Western European economies (UK, Germany, France) will grow slowly with the occasional fillip from one off drivers such as major sporting events. Growth, albeit from lower spending volumes, is likely to come from Eastern and Central Europe (Turkey, Russia) and the on going growth trajectory of online formats, in particular online video and social networking,” he says.
by Mail Media Centre
mmc.co.uk
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