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Global ad expenditure is expected to grow 4.2% globally in 2015, reaching $531 billion by the end of the year, according to a June forecast from ZenithOptimedia.

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.

Continue reading "2015 Global Ad Spend Forecast by Medium and Region" ... Read the full article

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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