According to ZenithOptimedia’s new Advertising Expenditure Forecasts, advertising is set to see the strongest sustained period of growth in ten years, with global adspend growth forecast to rise from 3.6 per cent in 2013 to 5.3 per cent in 2014. Growth is then set to increase to 5.8 per cent in 2015 and 2016.
According to the forecast, growth in global adspend next year will come from the continued steady improvement in Europe and the three ‘semi-quadrennial’ events: the Winter Olympics, the football World Cup, and the mid-term elections in the US. We forecast that the global advertising market will accelerate to 5.8 per cent in 2015 as a strong broad-based economic growth takes hold, followed by another year of 5.8 per cent growth in 2016. This assumes that the Eurozone’s gradual recovery continues and no new crisis occurs.
Mobile is expanding overall media consumption
Mobile is now the main driver of global adspend growth. This the first time in the past 20 years that a new platform is expanding overall media consumption without cannibalising any of the other media platforms. We forecast mobile to contribute 36 per cent of all the extra adspend between 2013 and 2016. Television is the second largest contributor (accounting for 34 per cent of new ad expenditure), followed by desktop internet (25 per cent), which continues to enjoy significant growth alongside that of mobile advertising.