As part of anticipated global advertising trends, "Fast-track Asia" (China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand, and Vietnam) is expected to record the biggest increase in ad spend growth this year of any region (9.4%), followed by Latin America (8.2%).
Eastern Europe/Central Asia is the only region where ad spend is expected to decline in 2015 (-8.5%), in large part because of a drop in oil prices and sanctions against Russia.
Below, additional key insights from the report.
Share of Spend
Television remains the biggest the advertising medium, garnering 39% of global spend in 2014; TV ad spend is forecast to grow an average of 2% a year through to 2017.
Contributors to Global Advertising Trends and Growth
Mobile is expected to be the main driver of global ad spend growth over the next few years; ZenithOptimedia forecasts mobile to contribute 70% of all the extra ad spend between 2014 and 2017 (excluding markets where the company does not have a breakdown by medium).
Television and desktop Internet are expected to be be the second- and third-largest contributors, respectively, accounting for 20% of new ad expenditure each.
Ad spend on newspapers and magazines is expected to to shrink a combined $12 billion between 2014 and 2017.
About the research: ZenithOptimedia's Advertising Expenditure Forecasts report contains forecasts of advertising expenditure by medium for 80 countries. It has been published continually since 1987.
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