return Home

Chart of the week: Where ad spend is growing most

Ad spend can be taken as an indicator for wider economic and political developments, and more narrowly speaking it's an indicator for the media as to what it can expect in terms of ad revenue. Zenith expects worldwide ad expenditure to grow by 4.2 per cent in 2017, which would translate in to 559 billion US dollars by the end of the year.

Most growth since 2016 was recorded in Eastern Europe and Central Asia, where spend grew by close to 10 per cent, still recovering from a sustained decline since 2014. North America outperformed Western and Central Europe. Zenith argues "political and economic uncertainty in the UK drags down growth." The Middle East and North Africa was the only region where ad spend declined, coming down by 18.6 per cent, due to deflating oil prices and political turmoil.

Because markets across geographical blocs have very diverse markets, Zenith has for example broken down Asia into sub-blocs: Fast-track Asia, countries with rapid adoption of Western technology and practices (such as China), and Advanced Asia (Australia, New Zealand, Hong Kong, Singapore and South Korea.) Japan is its own category.

 

Chart of the week 27 Nov ()

 

 

Download the chart here.

Source: Statista

More like this

Chart of the week: Feeling tracked and the counter-measures against ads

Chart of the week: What prompts people to turn off their ad-blockers?

Chart of the week: Facebook is still the fastest growing social media network

Chart of the week: Media side of ad campaigns grows more important

Chart of the week: Why do consumers break up with brands?

  • The pivot to ‘clubscription’

    In a publishing environment where traditional income streams are under extreme pressure, subscriber models and clubs are merging.

    12th Feb 2018 Features
  • How drones get impossible shots for Bonnier and National Geographic

    For magazine media, drones capture aerial images of remote, hard to reach, and otherwise inaccessible areas, conveying perspectives and offering insight in a way boots-on-the-ground journalism can't. They allow magazine media to give audiences a bird's eye view, showing scale, teaching and telling stories in new ways.

    14th Feb 2018 Features
  • Google’s new ‘AMP Stories’: don’t judge new format by its cover

    With a misleading name, Google’s new ‘AMP Stories’ may at first glance be seen as nothing more than what we have already witnessed on Snapchat, Instagram and Facebook’s ‘stories’ format. But it’s not quite as straightforward as it seems and may level the playing field for smaller publishers, say industry experts.

    19th Feb 2018 Features
  • Behind the scenes of HarpersBazaar.com’s new Little Black Book celebrity video series

    Last month, HarpersBazaar.com launched a mini-season of a new video series, “Little Black Book,” which featured celebrity host Miranda Kerr sharing her tips and secrets of wellbeing. The video series is a first for HarpersBazaar.com, giving the brand’s audience a curated, yet intimate experience with celebrities, and giving celebrities a chance to sit in the director’s chair.

    15th Feb 2018 Features
  • The Mr. Magazine™ interview: Wired’s editor-in-chief Nick Thompson on the roadmap to magazine success

    “There’s something about the print magazine that’s special. It’s got the front cover, which is a way to really make a statement. It has a back cover that advertisers love. It has the capacity to package things, because the Internet breaks everything up, so the capacity to keep things together is really valuable. And advertisers see that too.” - Nick Thompson, editor-in-chief, Wired

    19th Feb 2018 Features
Go to Full Site