Global adspend is estimated to have risen 3.0% year-on-year in 2017 to US$546.3bn, according to new projections based on data for 96 markets included in WARC’s Adspend Database. This represents a slight slowdown from the annual growth rate recorded in 2016, when adspend rose 3.8% to reach US$530.3bn. Global adspend growth is expected to accelerate to 4.7% in 2018, taking total expenditure to US$572.0bn.
Care should be taken when comparing totals in US dollars due to the effects of exchange rate fluctuations. When the same global data are viewed in purchasing power parity (PPP) terms, growth is estimated...