Total adspend, based on twelve key markets, which between them account for approximately three-quarters of global adspend, is expected to rise 3.3% this year to US$420.3bn, according to WARC's latest International Ad Forecast. TV will be the largest single ad medium, with spend of $138.4bn, equating to a 33% share. Spend on non-digital formats is expected to amount to $237bn this year, compared to $183.2bn for digital advertising. However, digital's share of advertising spend has been growing steadily, from just 6% in 2005 to a forecast 47% next year. Mobile search ($62bn) and mobile display ($58bn) formats, including video, social and native, are expected to attract the majority of digital ad dollars next year. In China, the world's second-largest ad market by spend, mobile is already the largest advertising medium, accounting for 36% of all spend in the country this year. Further, mobile takes over a quarter (27%) of all ad dollars in the US, and precisely a quarter in the UK.
What else does this article talk about?
- Advertising expenditure & forecasts
Interested in seeing what other marketing challenges WARC covers?
WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.
What do I get with WARC?
- 65,000+ articles covering the full spectrum of marketing communications.
- Including over 12,000 effectiveness case studies revealing the campaign strategies of the world's leading brands to help maximize ROI.
- Best practice guides that explain the how and why of marketing challenges to stay ahead of the ever-changing marketing landscape.
- Marketing intelligence, trend reports, brand profiles and event reports to give your brand clear competitive advantage.