The latest Dentsu Ad Spend Report forecasts how the various mediums are shaping the ad spend share, globally with some of the major media channels like TV and digital, playing a significant role in India.
DENTSU - 2023 Global Ad Spend Forecasts.pdfdigitalinasia
The world is entering a period of
economic downturn.
3 Advertising is a
bellwether industry, which means that it
is at the forefront of the economy, and
we are already seeing a slowdown in the
market.
During the pandemic, governments
provided fiscal stimulus to keep their
economies going, for example, through
furlough payments to keep workers at
home, and loans and grants to keep
viable businesses ticking over while
they could not trade. This expansion of
the money supply has led to inflation -
also helped by supply chain disruption
caused by further lockdowns in China
and the situation in Ukraine - which
governments are trying to address by
raising interest rates and taxes.
This in turn has led to a slowdown in
demand for products and services from
consumers who are less able to spend
or feel less confident about future
prospects, so are less willing to invest
in big ticket items like new cars and
homes. Consumers will be looking for
ways to save money, and for this reason
many subscription-only businesses
like streaming platforms are looking
for alternative ways to monetise, for
example, through advertising.
Digital 2019 Germany (EN) (January 2019) v01DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in Germany in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Indian short-form apps have a monetization opportunity of $19Bn by 2030, and by 2025 they are expected to double their monthly active user base to 600 million, said strategy consulting firm Redseer Strategy Consultants.
Digital 2021 Serbia (January 2021) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Serbia in 2021. Includes the latest reported numbers for internet users, social media users, and mobile connections in Serbia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
DENTSU - 2023 Global Ad Spend Forecasts.pdfdigitalinasia
The world is entering a period of
economic downturn.
3 Advertising is a
bellwether industry, which means that it
is at the forefront of the economy, and
we are already seeing a slowdown in the
market.
During the pandemic, governments
provided fiscal stimulus to keep their
economies going, for example, through
furlough payments to keep workers at
home, and loans and grants to keep
viable businesses ticking over while
they could not trade. This expansion of
the money supply has led to inflation -
also helped by supply chain disruption
caused by further lockdowns in China
and the situation in Ukraine - which
governments are trying to address by
raising interest rates and taxes.
This in turn has led to a slowdown in
demand for products and services from
consumers who are less able to spend
or feel less confident about future
prospects, so are less willing to invest
in big ticket items like new cars and
homes. Consumers will be looking for
ways to save money, and for this reason
many subscription-only businesses
like streaming platforms are looking
for alternative ways to monetise, for
example, through advertising.
Digital 2019 Germany (EN) (January 2019) v01DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in Germany in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Indian short-form apps have a monetization opportunity of $19Bn by 2030, and by 2025 they are expected to double their monthly active user base to 600 million, said strategy consulting firm Redseer Strategy Consultants.
Digital 2021 Serbia (January 2021) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Serbia in 2021. Includes the latest reported numbers for internet users, social media users, and mobile connections in Serbia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Double 11 is the world’s largest e-commerce shopping festival. Created in 2009 by Chinese e-commerce giant Alibaba to celebrate “Singles’ Day” in China, it was soon adopted by all major Chinese e-commerce platforms to become the massive event it is today. Starting late October with pre-sales, the peak of the sales festival is November 11th, offering massive discounts for all sorts of product categories, allowing many businesses to make a significant portion of their annual turnover in just a few days. In the ever-more competitive Chinese market, brands have tapped into omnichannel marketing campaigns as well as livestreaming to increase sales.
In this Double 11 2022 Guide, you will be the first to see trends and opportunities for brands for this year’s festival as well as gain insights into marketing strategies brands leverage to maximize profits during the most important period of the year for online sales in China.
Download the Double 11 2022 Guide to learn:
- What’s new on this year’s Double 11’s agenda
- The new trends to look out for in this year’s Double 11
- What are the emerging opportunities for brands to leverage this year
- What tools are there for brands to leverage to launch their products on Double 11
- From KOL marketing to livestreaming: how brands advertise their products during the Double 11
Key stats on China’s Singles’ Day 2022:
- According to a survey by PL Daren, almost 32% of brands surveyed declared they will launch promotional campaigns on Taobao and Tmall, the leading e-commerce platforms in China.
- The stock of men’s imported makeup products increased by more than 3,000% year-on-year during the Double 11 2021.
- From November 1st to November 11th, 2021, the livestreaming Gross Merchandise Volume (GMV) on Taobao Live was up to 131.9 billion RMB.
During 11.11 of 2021, the sales of pet smart products on Tmall increased by 990% year-on-year.
- On the first day of D11, the sales of the museum’s cultural and creative products surged by more than 400% year-on-year
Digital 2022 Czechia (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Czechia (the Czech Republic) in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Czechia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2020 Argentina (January 2020) v01DataReportal
All the data, statistics, and trends you need in order to understand digital in Argentina in 2020. Includes the latest reported numbers for internet users, social media users, and mobile connections in Argentina, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2019 Myanmar (January 2019) v01DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in Myanmar in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022: Essential Snapchat Stats for Q3 2022 v01DataReportal
This presentation contains DataReportal’s update on Snapchat adoption and use around the world in July 2022, including the number of Snapchat users by country, and insights into Snapchat’s audience demographics (i.e. Snapchat users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms
Digital 2022 Burkina Faso (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Burkina Faso in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Burkina Faso, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
COVID-19’s uneven trajectory has created a slower-than-expected rebound in urban travel worldwide. Some mobility modes, however, are poised to exceed pre-pandemic levels. BCG provides a breakdown of recovery levels in urban mobility by region and mode--and over time.
VIETNAM MOBILE MARKET AND SMARTPHONE APPLICATION REPORT, FIRST HALF OF 2020 -...Appota Group
TO DOWNLOAD THE FULL REPORT, PLEASE LEAVE YOUR EMAIL IN THE COMMENTS BELOW
Hanoi, October 26, 2020 Appota Group - a digital entertainment technology company officially released
Market report: "Mobile phones and applications in Vietnam in the first 6 months of 2020".
The Vietnam Mobile Market Report in the first 6 months of 2020 is a publication produced by Appota's market research team, referring to the overall picture of the mobile phone and smartphone market in Vietnam. Appota hopes that with 9 years of experience in digital entertainment, "Report on Vietnam's mobile phone & application market in the first half of 2020" will bring valuable information to our readers, especially especially when the Covid-19 pandemic created a great influence on the above mentioned areas.
The report made by Appota provides readers with the following main contents:
- Mobile phone market overview
- Game Mobile Market developments
- Mobile advertising market
- Electronic payment and e-commerce
Digital 2022 Senegal (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Senegal in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Senegal, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Everything you need to know about mobile, internet, social media, and e-commerce use in India in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022: Essential LinkedIn Stats for Q2 2022 v01DataReportal
This presentation contains DataReportal’s update on LinkedIn adoption and use around the world in April 2022, including the number of LinkedIn users by country, and insights into LinkedIn’s audience demographics (i.e. LinkedIn users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms
Digital 2022 Hungary (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Hungary in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Hungary, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
JD 618 shopping festival report by daxue consulting-JD.comDaxue Consulting
In this JD 2021 618 shopping festival report, you can find the latest consumer insights from JD.COM's very own 618 data!
This report includes China's new rising consumer groups and sinking market, the most developed C2M model and omni-channel in China.
Digital 2022 Malaysia (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Malaysia in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Malaysia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Singapore (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Singapore in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Singapore, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Greece (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Greece in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Greece, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2021 Portugal (January 2021) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Portugal in 2021. Includes the latest reported numbers for internet users, social media users, and mobile connections in Portugal, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Báo cáo thảo luận về các xu hướng và dự báo chính về chi tiêu quảng cáo trong năm 2024 trở đi. Báo cáo cung cấp dự báo cho các lĩnh vực truyền thông khác nhau, chẳng hạn như kỹ thuật số, truyền hình, báo in, ngoài trời, âm thanh và điện ảnh. Nó đề cập rằng:
Quảng cáo toàn cầu sẽ tăng 4,6% vào năm 2024, vượt mức tăng trưởng kinh tế dự kiến là 2,9%.
Chi tiêu cho quảng cáo kỹ thuật số sẽ tăng 6,5% vào năm 2024, đạt 442,6 tỷ USD và lần đầu tiên chiếm hơn 60% chi tiêu quảng cáo toàn cầu.
Châu Mỹ được dự đoán là khu vực năng động nhất về mức tăng trưởng chi tiêu quảng cáo vào năm 2024.
Báo cáo cũng đề cập đến các lĩnh vực được dự đoán sẽ có mức tăng trưởng cao, như du lịch và vận tải, dược phẩm.
📈Nó kết luận rằng tăng trưởng toàn cầu về chi tiêu quảng cáo dự kiến sẽ tiếp tục với tốc độ tăng trưởng kép hàng năm là 4,4% trong ba năm, với việc Hoa Kỳ trở thành thị trường đầu tiên chi hơn 1.000 USD bình quân đầu người vào năm 2026.
Nguồn: dentsu
Double 11 is the world’s largest e-commerce shopping festival. Created in 2009 by Chinese e-commerce giant Alibaba to celebrate “Singles’ Day” in China, it was soon adopted by all major Chinese e-commerce platforms to become the massive event it is today. Starting late October with pre-sales, the peak of the sales festival is November 11th, offering massive discounts for all sorts of product categories, allowing many businesses to make a significant portion of their annual turnover in just a few days. In the ever-more competitive Chinese market, brands have tapped into omnichannel marketing campaigns as well as livestreaming to increase sales.
In this Double 11 2022 Guide, you will be the first to see trends and opportunities for brands for this year’s festival as well as gain insights into marketing strategies brands leverage to maximize profits during the most important period of the year for online sales in China.
Download the Double 11 2022 Guide to learn:
- What’s new on this year’s Double 11’s agenda
- The new trends to look out for in this year’s Double 11
- What are the emerging opportunities for brands to leverage this year
- What tools are there for brands to leverage to launch their products on Double 11
- From KOL marketing to livestreaming: how brands advertise their products during the Double 11
Key stats on China’s Singles’ Day 2022:
- According to a survey by PL Daren, almost 32% of brands surveyed declared they will launch promotional campaigns on Taobao and Tmall, the leading e-commerce platforms in China.
- The stock of men’s imported makeup products increased by more than 3,000% year-on-year during the Double 11 2021.
- From November 1st to November 11th, 2021, the livestreaming Gross Merchandise Volume (GMV) on Taobao Live was up to 131.9 billion RMB.
During 11.11 of 2021, the sales of pet smart products on Tmall increased by 990% year-on-year.
- On the first day of D11, the sales of the museum’s cultural and creative products surged by more than 400% year-on-year
Digital 2022 Czechia (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Czechia (the Czech Republic) in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Czechia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2020 Argentina (January 2020) v01DataReportal
All the data, statistics, and trends you need in order to understand digital in Argentina in 2020. Includes the latest reported numbers for internet users, social media users, and mobile connections in Argentina, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2019 Myanmar (January 2019) v01DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in Myanmar in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022: Essential Snapchat Stats for Q3 2022 v01DataReportal
This presentation contains DataReportal’s update on Snapchat adoption and use around the world in July 2022, including the number of Snapchat users by country, and insights into Snapchat’s audience demographics (i.e. Snapchat users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms
Digital 2022 Burkina Faso (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Burkina Faso in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Burkina Faso, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
COVID-19’s uneven trajectory has created a slower-than-expected rebound in urban travel worldwide. Some mobility modes, however, are poised to exceed pre-pandemic levels. BCG provides a breakdown of recovery levels in urban mobility by region and mode--and over time.
VIETNAM MOBILE MARKET AND SMARTPHONE APPLICATION REPORT, FIRST HALF OF 2020 -...Appota Group
TO DOWNLOAD THE FULL REPORT, PLEASE LEAVE YOUR EMAIL IN THE COMMENTS BELOW
Hanoi, October 26, 2020 Appota Group - a digital entertainment technology company officially released
Market report: "Mobile phones and applications in Vietnam in the first 6 months of 2020".
The Vietnam Mobile Market Report in the first 6 months of 2020 is a publication produced by Appota's market research team, referring to the overall picture of the mobile phone and smartphone market in Vietnam. Appota hopes that with 9 years of experience in digital entertainment, "Report on Vietnam's mobile phone & application market in the first half of 2020" will bring valuable information to our readers, especially especially when the Covid-19 pandemic created a great influence on the above mentioned areas.
The report made by Appota provides readers with the following main contents:
- Mobile phone market overview
- Game Mobile Market developments
- Mobile advertising market
- Electronic payment and e-commerce
Digital 2022 Senegal (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Senegal in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Senegal, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Everything you need to know about mobile, internet, social media, and e-commerce use in India in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022: Essential LinkedIn Stats for Q2 2022 v01DataReportal
This presentation contains DataReportal’s update on LinkedIn adoption and use around the world in April 2022, including the number of LinkedIn users by country, and insights into LinkedIn’s audience demographics (i.e. LinkedIn users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms
Digital 2022 Hungary (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Hungary in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Hungary, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
JD 618 shopping festival report by daxue consulting-JD.comDaxue Consulting
In this JD 2021 618 shopping festival report, you can find the latest consumer insights from JD.COM's very own 618 data!
This report includes China's new rising consumer groups and sinking market, the most developed C2M model and omni-channel in China.
Digital 2022 Malaysia (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Malaysia in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Malaysia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Singapore (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Singapore in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Singapore, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Greece (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Greece in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Greece, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2021 Portugal (January 2021) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Portugal in 2021. Includes the latest reported numbers for internet users, social media users, and mobile connections in Portugal, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Báo cáo thảo luận về các xu hướng và dự báo chính về chi tiêu quảng cáo trong năm 2024 trở đi. Báo cáo cung cấp dự báo cho các lĩnh vực truyền thông khác nhau, chẳng hạn như kỹ thuật số, truyền hình, báo in, ngoài trời, âm thanh và điện ảnh. Nó đề cập rằng:
Quảng cáo toàn cầu sẽ tăng 4,6% vào năm 2024, vượt mức tăng trưởng kinh tế dự kiến là 2,9%.
Chi tiêu cho quảng cáo kỹ thuật số sẽ tăng 6,5% vào năm 2024, đạt 442,6 tỷ USD và lần đầu tiên chiếm hơn 60% chi tiêu quảng cáo toàn cầu.
Châu Mỹ được dự đoán là khu vực năng động nhất về mức tăng trưởng chi tiêu quảng cáo vào năm 2024.
Báo cáo cũng đề cập đến các lĩnh vực được dự đoán sẽ có mức tăng trưởng cao, như du lịch và vận tải, dược phẩm.
📈Nó kết luận rằng tăng trưởng toàn cầu về chi tiêu quảng cáo dự kiến sẽ tiếp tục với tốc độ tăng trưởng kép hàng năm là 4,4% trong ba năm, với việc Hoa Kỳ trở thành thị trường đầu tiên chi hơn 1.000 USD bình quân đầu người vào năm 2026.
Nguồn: dentsu
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global advertising expenditure forecasts that global advertising spend will grow by +4.0% in 2015 to US$529billion, a slight decline from the +4.6% predicted in March 2015, and 2016 is predicted to grow by +4.7%, accounting for an additional US$25billion in spend.
GroupM's TYNY report explores how external factors spanning technology, culture, government, and the economy will impact advertising over the coming months and years. In the forecast, we’ve also developed a framework modeled on a PEST analysis to lay these out in detail.
2018 ad investment forecasts and released its initial 2019 outlook. GroupM believes there will be $24B in net new GroupM advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment.
Swiss Re sigma 3/2019: World insurance: the great pivot east continuesΔρ. Γιώργος K. Κασάπης
Global insurance premium volumes passed a new benchmark high of USD 5 trillion in 2018. Global life premium growth was weak, but there was solid performance in non-life in 2018.
The central narrative of this year's annual world insurance sigma is the continued rise of the emerging markets, mostly emerging Asia and China in particular, as the main drivers of industry growth. From 11% in 2018, China's share of global premiums will rise to 20% by 2029. China remains on course to become the world's biggest insurance market by mid-2030s. The whole of Asia-Pacific will account for 42% of the global premiums by 2029.
Swiss Re Institute forecasts close to 3% global premium growth in real terms per annum in 2019/20, against a slowing but still positive economic backdrop. Advanced market premiums will grow by 1.5%, and emerging markets by 7.9%. China will be the largest contributor, in both life and non-life. Overall, however, the advanced markets will still provide almost half of additional premiums in absolute terms in the next two years.
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...Social Samosa
The Modern Marketing Reckoner (MMR) is a comprehensive resource packed with POVs from 60+ industry leaders on how AI is transforming the 4 key pillars of marketing – product, place, price and promotions.
According to the report, the consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season, reflecting an increasing interest of fans.
Deloitte Gen Z Millennial Survey 2024_India_Full length report_.pdfSocial Samosa
The campaign, featuring messages like 'A vow of celibacy is not the answer' and 'Thou shalt not give up on dating and become a nun,' drew widespread condemnation, with netizens expressing their disappointment and frustration on social media.
The report showcases that in 2023, Maharashtra ranked first in BFSI sector ad volumes with a 20% share, while on digital platforms, AMFI was the top advertiser, accounting for 8% of total ad impressions in the BFSI sector.
Honasa Consumer Ltd's report titled, 'Driven by Purpose' outlines the significant impact of various purpose-driven initiatives in terms of economic development, environmental stewardship, and community empowerment.
WebEngage's report found D2C and E-Commerce sectors accounting for 35.8% of respondents, reflecting the growing focus on customer retention for long-term profitability and the increasing demand for retention marketing talent.
TAM Sports_IPL 17 Till Match 37_Celebrity Endorsement _Report.pdfSocial Samosa
During IPL 17, the top five categories and advertisers accounted for 75% and 65% of ad volume shares of celebrity-endorsed ads with Sporta Technologies being the top advertiser & Ecom-gaming being the leading category.
Social Samosa Guidebook for SAMMIES 2024.pdfSocial Samosa
Social Samosa is back with the sixth edition of the Best Social Media Brands Awards #SAMMIE2024 where we highlight the brands excelling in social media with innovative campaigns with strong engagement.
Kantar AI Summit- Under Embargo till Wednesday, 24th April 2024, 4 PM, IST.pdfSocial Samosa
According to the Kantar AI Report, India's AI user base is 724 million and is projected to grow 6% year over year, with users engaging in AI features like image filters, personalized recommendations, and smart devices.
TAM AdEx 2023 Cross Media Advertising Recap - Auto SectorSocial Samosa
TAM AdEx's recent report -- '2023 Cross Media Advertising Recap - Auto Sector' summarizes ad volumes in the Auto sector across TV, Print, Digital, and Radio for 2023.
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
During IPL 17 (2024), the count of categories and advertisers increased by 65% and 37% compared to IPL 16 (2023). Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. Ecom-Gaming led the list of top categories.
During IPL 17 (2024), the count of categories and advertisers increased by 63% and 26% compared to IPL 16 (2023). Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. Ecom-Gaming led the list of top categories.
TAM AdEx - 2023 Cross Media Advertising Recap - FMCG Sector.pdfSocial Samosa
TAM AdEx's recent report summarizes ad volumes in the FMCG sector across TV, Print, Digital, and Radio for 2023. Titled '2023 Cross Media Advertising Recap - FMCG Sector', the report provides an overview of advertising trends.
Ecom-Gaming maintained its top position throughout all the seven matches of IPL 17. The top five categories in IPL 17 together had 52% share of ad volumes. The count of advertisers increased by 28% during IPL 17 over IPL 16.
Media and Internet Preview Q4FY24 Elara CSocial Samosa
Zomato is expected to continue its growth trajectory in Q4FY24, with a projected 54% YoY revenue increase. PVR Inox is expected to witness a 13.3% YoY growth in box office revenue and a 20.8% YoY surge in food and beverages revenue.
As per the report, B2B sellers in India increasingly rely on AI for tasks like prospect research and lead generation, with 90% seeing it as crucial for future success.
Brand Trust Report 2024 TRA Report ListingsSocial Samosa
The 2024 Brand Trust Report (BTR) by TRA, based on insights from 2,500+ consumer influencers across 16 cities, measures consumer buying Intention with over 90,000 interviews conducted in the past 13 years.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
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2. 1. Top 10 trends for the year ahead
2. Global outlook
3. Market outlook
4. Media outlook
5. Leader perspectives
6. Brand recommendations
3
4
6
10
16
20
Contents
2. Ad Spend June 2021
3. 1. Global advertising is forecast to
recover to 10.4% growth, reflecting a
total spend of US$634 billion, based
on proprietary dentsu data from
across 59 markets.
2. This spend will exceed pre-pandemic
levels, with 2020 upgraded from
-8.8% forecast in January 2021 to
-7.2% following increased spend
during Q4 2020.
3. On a like-for-like basis versus 2020,
2.4% growth in Q1 (reflecting the
pandemic impact) is forecast to be
followed by a Q2 recovery of 20.9%
and 10.1% growth in H2.
4. All regions are forecast to return to
growth in 2021, with US$59.7 billion
in incremental ad spend driven by the
US, China, the UK and Japan.
5. The three fastest growing markets
in 2021 are expected to be Canada,
the US and Australia, with ad spend
forecasts revised upwards in 7 of the
13 top spending ad markets since
January 2021.
6. Digital will continually drive 2021
recovery, returning to double
digit growth of 15.6% and a total
forecasted spend of US$311 billion.
7. Above-predicted growth in Social
23.0%, Video 17.0%, and Search
16.3% will drive a 50.0% share of
global spend in Digital this year.
8. Linear TV will maintain a 30.3%
share of global spend and 7.1%
forecasted growth, boosted by
the UEFA European Football
championships and Olympic &
Paralympic Games sporting events.
9. Most channels are returning to
growth in 2021 (Cinema 35.1%,
OOH 14.6%, Radio 10.4% and
Linear TV 7.1%).
10. Continued growth of 7.2% and
US$680 billion in spend are
predicted for 2022.
Top 10 ad spend
trends in 2021
Ad Spend June 2021
3.
4. The pandemic-induced decline in global
advertising spend during 2020 has
proved less severe than anticipated.
While 2020 remains the weakest
performing year since the global financial
crisis, the decline in growth during 2020
has improved since the January 2021
forecast from -8.8% to -7.2%.
The overall ad market outlook for 2021 is
a recovery of 10.4% growth and a spend
of US$634 billion, which represents an
improvement of 4.6 percentage points
versus January’s 2021 prediction. The
ad market is forecast to fully recover in
2021, exceeding pre-pandemic spend
sooner than was previously forecast. The
IMF (June 2021) predicts 6.0% world
growth in Real GDP in 2021 following the
3.3% decline in 2020.i
Based on the top 13 ad markets, Q2
remains the crucial point of recovery
at 21% growth in ad spend, reflecting
the severe impact of lockdowns on ad
spend during this period last year, with
the second half of the year predicted to
deliver 10.1% growth. The recovery is set
to continue into 2022, when ad spend is
predicted to grow 7.2% to reach US$680
billion.
All forecasts continue to be dependent
on a number of factors and are subject
to change. All historical advertising
spend figures have been revised to May
2021 average exchange rates. Page 22
provides detailed information regarding
the assumptions and methodology that
underpin our forecasts.
Global outlook
4. Ad Spend June 2021
5. 2019a 2020a 2021f 2022f
Global 4.2 -7.2 (-8.8) 10.4 (5.8) 7.2 (6.9)
North America 5.1 -7.6 (-7.6) 13.7 (4.0) 8.1 (8.0)
US 5.1 -7.5 (-7.5) 13.7 (3.8) 8.0 (8.0)
Canada 5.4 -9.6 (-9.6) 14.0 (7.2) 9.2 (9.3)
Western Europe 3.1 -9.6 (-10.9) 7.5 (7.5) 6.2 (6.6)
UK 6.1 -7.7 (-7.6) 12.0 (10.4) 8.5 (10.5)
Germany -1.1 -7.3 (-8.4) 3.3 (4.3) 4.0 (2.5)
France 7.1 -9.2 (-13.9) 7.0 (8.9) 6.0 (6.0)
Italy -1.3 -12.2 (-14.4) 5.4 (5.9) 3.1 (3.2)
Spain -0.1 -18.1 (-20.6) 3.4 (4.5) 6.7 (7.0)
Central & Eastern
Europe
8.7 -2.3 (-1.9) 8.9 (7.2) 8.4 (6.2)
Russia 5.6 -4.2 (-5.9) 8.6 (3.0) 8.2 (3.3)
Asia-Pacific 4.1 -5.2 (-8.0) 8.0 (5.9) 6.3 (5.8)
Australia 1.8 -11.2 (-11.2) 12.7 (5.9) 2.9 (6.2)
China 3.0 1.6 (1.6) 8.5 (5.3) 6.9 (5.0)
India 9.4 -12.9 (-17.5) 10.8 (10.8) 12.4 (12.4)
Japan 6.2 -11.2 (-16.6) 4.4 (5.3) 4.2 (6.8)
Latin America 4.5 -12.2 (-18.4) 13.6 (10.2) 12.1 (8.1)
Brazil 1.8 -22.6 (-22.3) 8.8 (5.2) 5.5 (2.6)
Figure 1: Growth in global ad spend between 2019 and 2022
Year-on-year % growth at current prices (January 2021 figures in brackets)
Source: dentsu Ad Spend Forecasts June 2021
5. Ad Spend June 2021
6. A return to growth is predicted for all regions in 2021: North America 13.7%, Latin
America 13.6%, Central and Eastern Europe 8.9%, Asia Pacific 8.0% and Western
Europe 7.5%. Pre-pandemic levels of spend are forecast in North America, Asia Pacific
and Central and Eastern Europe – all of which have exceeded January forecasts for this
year.
By market, the top five contributors to the US$59.7 billion of growth in incremental ad
spend during 2021 will be the US, China, UK, Japan and Australia. The US share of ad
spend remains significantly above all other markets in 2021 (see Figure 2).
The highest growth rates in 2021 are forecast to come from spend in Canada, the US,
Australia, the UK and India (see Figure 3), with this year’s ad spend expected to exceed
2019 pre-pandemic levels in China by 10.2%, the US 5.1%, Russia 4.1%, the UK 3.4%
and Canada 3.0%.
Figure 2: Top five markets by share
of global ad spend in 2021
Figure 3: Top five markets by ad
spend growth rate in 2021
% Share of total ad spend Year-on-year % growth
37.8%
14.0%
40% 40%
30% 12%
20% 8%
10% 4%
35% 14%
25% 10%
15% 6%
5% 2%
0% 0%
US Canada
China US
Japan Australia
UK UK
Germany India
17.6%
13.7%
9.4%
12.7%
5.1%
12.0%
2.8%
10.8%
Source: dentsu Ad Spend Forecasts June 2021 Source: dentsu Ad Spend Forecasts June 2021
Market outlook
6. Ad Spend June 2021
7. United States
Spend is forecast to re-bound faster
than previously predicted in 2021,
growing 13.7% to reach US$239.9
billion. Digital spending accelerated
throughout the pandemic, significantly
in e-commerce, and will achieve a
44.8% share of spend in 2021. Many
advertisers turned their 2020 buys
to digital advertising, with Video and
CTV/OTT (Connected TV / Over-The-
Top) advertising soaring as consumers
stayed at home. The increase in CTV
and OTT spend will continue as supply
erodes in Linear TV, despite advertiser
demand. In 2022, growth in ad spend
is expected across most sectors, with
8.0% forecasted growth.
China
Following 1.6% growth in 2020, spend is
forecast to grow 8.5% in 2021 to reach
US$111.6 billion, 3.2 percentage points
above predictions in the January report.
Digital and OOH spend are expected
to drive growth whilst other traditional
media are expected to decline, with
Digital forecast to grow by 12.6% in
2021, accounting for US$77.8 billion
and a 69.7% share of spend. The number
of mobile internet users continues
to increase - there were 8.2 million
additional users year-on-year in March
2021.ii
Overall, the China ad market is
forecast to grow by a further 6.9% in
2022.
Japan
A gradual recovery is forecast in Japan,
with 4.4% growth in 2021 ad spend
generating US$59.9 billion. Increased
mobility as the pandemic eases, the
hosting of the Tokyo 2020 Games, and
the House of Representatives election
all constitute important elements in the
recovery, with TV ad spend expected
to grow 4.8% in 2021 as a result of the
Tokyo 2020 Olympic and Paralympic
Games. Digital ad spend is forecast to
increase by 10.0%, an upward revision
from the previous forecast of 7.8%
in January 2021 driven by a larger
than expected increase in Digital
spend during Q1 2021, with Digital
representing a 38.1% share of spend this
year. A further 4.2% increase in overall
spend forecast for 2022.
Top markets by share of
global ad spend in 2021
7. Ad Spend June 2021
8. United Kingdom
12.0% growth in ad spend is predicted in
2021, representing US$32.4 billion and
exceeding the US$31.3 billion ad market
size in 2019 by 3.4%. This has been
adjusted up from January’s forecast of
10.4% as the vaccination programme
progresses, social restrictions ease and
economic forecasts improve. 2022 ad
spend is forecast to grow by 8.5%, with
Digital driving 70.5% of overall growth.
OOH and Cinema will also contribute
to the growth in 2022, particularly in 1H
2022 given the comparison against 1H
2021, when lockdown restrictions were
in place.
Germany
The initial months of 2021 saw
continued lockdowns and restrictions
impact many sectors’ performance, with
economic improvement now expected
in the second half and sectors such as
tourism, hospitality, culture and sports
forecast to gain momentum in Q3 2021.
Germany's Digital share of spend is
at 42.9%. Overall spend is expected
to increase 3.3% in 2021, driven by a
US$11.6 billion forecast growth in spend
in the second half. A steady, incremental
increase in advertising spend of 4.0%,
equal to US$712 million is expected in
2022, when ad spend will continue its
recovery at a total value of US$18.6
billion.
8. Ad Spend June 2021
9. Canada
14.0% growth is predicted in 2021 at
a total of US$10.5 billion. Year-on-
year data suggests increased optimism
for recovery, driven by the return of
Covid-impacted categories such as
travel and entertainment and positive
developments in the vaccine rollout.
Overall recovery will be driven by
15.6% growth in Digital spend, primarily
in retail e-commerce and Video,
representing a 59.7% share of spend
which is expected to maintain trajectory
throughout 2021. The Canadian ad
market is forecast to fully recover in
2021, before continuing with 9.2%
market growth and US$11.4 billion in ad
spend during 2022.
Australia
Stronger than expected economic
recovery in Australia has created
improvements in overall ad spend.
Following a 11.2% decline in 2020, ad
spend is expected to recover in 2021
and grow by 12.7% to US$12.8 billion.
The recovery has been much faster than
expected in 1H 2021 - particularly for
TV and Digital. TV is the key beneficiary
of broad market ad spend in addition to
Government Covid-related campaigns,
whilst Digital ad spend has been driven
by a surge in retail advertising and will
represent 61.1% of spend in this market.
2H 2021 is expected to be further
buoyed by the Tokyo Olympics in Q3 and
a possible Federal election in Q4, with a
further 2.9% increase expected in 2022,
reaching US$13.2 billion in ad spend.
India
Spend is forecast to grow 10.8% in
2021 to reach US$9.0 billion, following
a steep 12.9% decline in 2020. TV
continues to be the most popular media
in India, with a leading 40.9% share of
spend that shows resilience despite the
pandemic and a 7.7% growth compared
to 2020 spend. Digital’s share of spend
has grown rapidly, from 20.0% in 2019
to 29.4% in 2021, and is expected to
reach 32.7% by the end of 2022. The
ad market is forecast to grow by a
further 12.4% in 2022, recovering to
pre-pandemic levels, particularly led by
Digital and TV versus a longer recovery
for Print, Cinema, OOH and Radio.
Top markets by year-on-year
growth rate
9. Ad Spend June 2021
10. Media outlook
While ad spend across TV, Print, Radio,
OOH and Cinema declined by 14.8%
in 2020, spend in digital increased by
4.0%. A return to growth is forecast for
linear media in 2021 by 6.3%, however
at US$312 billion; spend levels will
remain below pre-pandemic levels
of US$344 billion in 2021. Following
the acute impact of the pandemic on
Cinema and OOH, both channels are
predicted to see the biggest increases in
2021 of 35.1% and 14.6% respectively,
while Radio will grow 10.4%, TV 7.1%
and Print will decline by 4.4%.
10. Ad Spend June 2021
11. Source: dentsu Ad Spend Forecasts June 2021
Source: dentsu Ad Spend Forecasts June 2021
Figure 4: Share of global ad spend by channel between 2019 and 2022
Figure 5: Growth in global ad spend by channel between 2019 and 2022
2019a 2020a 2021f 2022f
Digital 42.9 47.8 (48.0) 50.0 (50.0) 51.5 (51.2)
Linear Television 33.1 31.3 (31.1) 30.3 (29.9) 29.5 (29.6)
OOH 6.2 5.3 (5.1) 5.5 (5.6) 5.6 (5.7)
Radio 5.9 5.7 (5.8) 5.7 (5.8) 5.4 (5.5)
Newspapers 6.8 5.7 (5.7) 5.1 (5.3) 4.7 (4.7)
Magazines 4.5 3.8 (3.9) 3.1 (3.2) 2.8 (2.8)
Cinema 0.6 0.3 (0.3) 0.3 (0.4) 0.4 (0.4)
2019a 2020a 2021f 2022f
Digital 11.9 4.0 (3.2) 15.6 (10.1) 10.6 (9.3)
Linear Television 0.7 -11.9 (-13.6) 7.1 (1.7) 4.7 (5.9)
OOH 2.0 -19.6 (-23.3) 14.6 (14.9) 9.2 (9.6)
Radio -0.5 -9.4 (-10.1) 10.4 (4.7) 1.8 (1.6)
Newspapers -9.1 -21.7 (-23.3) -0.5 (-3.1) -1.9 (-3.4)
Magazines -7.6 -19.7 (-20.1) -10.3 (-14.3) -4.2 (-6.4)
Cinema 9.6 -59.6 (-58.3) 35.1 (41.7) 28.1 (23.0)
Year-on-year % growth at current prices in order of share of global ad spend
(January 2021 figures in brackets)
(January 2021 figures in brackets)
11. Ad Spend June 2021
12. Digital dominates
The 4.0% growth in Digital spend in
2020 helped grow the channel’s share
of global ad spend by 5 percentage
points versus 2019 (42.9% to 47.8%),
an additional 2% higher than the yearly
average over the 10 years prior to 2020.
Source: dentsu Ad Spend Forecasts June 2021
Figure 6: Growth in global digital ad spend sub-category between 2019 and 2022
2019a 2020a 2021f 2022f
Social Media 27.4 15.1 (13.9) 23.0 (18.3) 17.2 (16.6)
Video 15.2 -1.6 (-2.0) 17.0 (10.8) 12.7 (11.5)
Paid Search 9.9 10.9 (10.1) 16.3 (11.0) 9.9 (8.7)
Display 8.2 -1.8 (-3.0) 13.5 (8.1) 9.7 (7.2)
Classified 4.2 -3.6 (-4.0) 8.8 (3.5) 5.1 (4.1)
Year-on-year % growth at current prices (January 2021 figures in brackets)
Forecasts for 2021 suggest a return to
double digit growth in digital ad spend
of 15.6% (revised up from the 10.1%
predicted in January 2021) to reach
US$311.0 billion, representing a 50.0%
share of global ad spend.
12. Ad Spend June 2021
13. Classified
Search
Video
Social
Banners
In 2021 Social and Video ad spend is
forecast to grow at 23.0% and 17.0%
respectively, upgraded from 18.3% and
10.8% predicted in the January 2021
report.
Source: dentsu Ad Spend Forecasts June 2021
Figure 7: Share of global digital ad spend by sub-category in 2022
37%
28%
14%
15%
6%
Search spend is expected to grow by
16.3% to reach US$110.1 billion in 2021
and will continue to account for over
a third of digital spend in 2022 (see
Figure 7).
13. Ad Spend June 2021
14. OOH returns
Following significant impact from the
pandemic outbreak, ad spend in OOH is
predicted to increase by 14.6% to account
for US$34.4 billion, with share of spend
increasing slightly to 5.5%. Growth will
be driven by the return of passenger and
foot traffic and expanding opportunities in
digital, personalisation and programmatic
will continue to be central to delivery. Spend
is forecast to recover by the end of 2022,
reaching US$37.6 billion.
TV turns it up
Linear TV ad spend is forecast to grow by
7.1% in 2021 to reach US$188.4 billion and
a 30.3% share of total spend, following a
decline in ad spend of 11.9% in 2020. Spend
will remain below 2019 pre-pandemic levels
of US$199.7 billion in all but 3 of the top 13
markets (Australia, Russia and India). The
highest share of spend will come from Brazil
61.6%, Italy 50.9% and India 40.9%. While the
UEFA European Football Championships and
Olympic and Paralympic Games are expected
to provide a boost to TV ad spend in 2021,
global spend will remain below pre-pandemic
levels beyond 2022.
Print perseveres
Overall spend in Print (Newspapers and
Magazines combined) is forecast to decline by
4.4% in 2021 (Newspaper -0.5% and Magazine
-10.3%) but is expected to return to growth
in 6 of the top 13 markets. Share of spend is
decreasing year-on-year by 1-2 percentage
points on average, with a 2.7% decline in spend
expected in 2022. Newspaper’s share of total
spend (5.1%) will be overtaken by OOH in 2021
(5.5%) as it continues to evolve towards new
modes of digital delivery.
14. Ad spend June 2021
15. Cinema set for success
Cinema ad spend is predicted to increase
35.1% in 2021. Boosted by the number
of new titles ready to be distributed,
the demand for cinema advertising will
be matched by audience increases as
lockdowns ease globally and consumer
confidence in sharing space with people
outside of their households grows.
Relative success in outdoor cinema,
which has been trialled in markets
outside of the drive-in tradition,iii
also
suggests a strong appetite among
audiences and a new opportunity to
reshape the landscape in the longer-term.
Radio evolves
With Radio consumption shifting to in-
home, the channel saw a 9.4% decline in
growth during 2020. In 2021, a forecast
of 10.4% global growth is heavily driven
by Digital Audio and Podcasting, as well
as the continued rise of smart assistants
supporting hands-free engagement.
Looking ahead, Radio will increasingly
be used in conjunction with OOH to
deliver geo-targeted, location-based
advertising.iv
Spend is forecast to
recover by the end of 2021, reaching
US$35.6 billion.
15. Ad Spend June 2021
16. We see the TV market making a strong recovery in 2021. TV is still a
critical brand building medium and, on the road out of the pandemic
restrictions, we are seeing strong consumer and advertiser demand
for appointment to view events such as UEFA Euro 2020, the
Copa America, and with the Olympics still to come, this should
continue through July and August. More systemic changes are also
playing a part in the TV markets growth. A trend pre-pandemic
which has accelerated is the continued rise of OTT players and the
proliferation of smart TVs and connected screens.
As consumer behaviour has shifted, traditional TV players and
new entrants have focused their efforts on developing for a world
where content is streamed. This has led to a significant growth in
connected TV advertising which is helping to fuel the recovery in TV
in 2021 and is further blurring the lines between what constitutes
TV advertising and “digital” advertising.
Alastair Shearly-Sanders,
Global President,
Amplifi
Empowering brands to make informed decisions regarding media
channels is more important than ever. The swift pace of change in
consumer’s media consumption and lifestyles means we are working
even more collaboratively with our clients to interpret our industry-
leading insights and data. This approach ensures that the campaigns
we deliver are rooted in evidence-based strategies driving positive
and effective engagement, as well as brand advocacy.
Fiona Lloyd,
Global Client & Brand
President, Carat
Leader perspectives
The return to ad growth in the US, replicates the conversations
we are having with clients and confidence is growing at a strong
and steady rate as we look towards the remainder of the year
and into 2022. It is no surprise that digital spending continues
to accelerate. Additionally, as linear TV viewership falls and
streaming platforms continue to grow substantially, we have seen
an acceleration in demand for CTV/OTT as well as other non-
linear video options. Next year, we will see a meaningful growth
in spend for key channels like OOH, Cinema, and Audio.
Mike Law,
President, US, Amplifi
The progress towards ad spend recovery is gaining strong
momentum, following a period which has changed our industry
landscape while also accelerating and cementing several trends
that we had seen developing long before the last 18 months. The
forecasted return to growth across all regions this year, continuing
into 2022, is a cause for brand optimism that we hope will create a
springboard for innovation and creativity.
Amanda Morrissey,
Global Brand President,
iProspect
16. Ad Spend June 2021
17. It is reassuring to see positive growth in global GDP and overall
media spend in EMEA. Digital is the heartbeat for business
growth and it is our responsibility as the agency partner to
overcommunicate with our clients and guide them through
the changing landscape of digital advertising and regulations,
especially in emerging markets. Our priority remains to help clients
better understand their target audience through data and analytics
and maximise their media spend ROIs across different channels to
accelerate their growth agenda.
Media’s role has never been more important in creating deeper
relationships with brands. The challenges we have seen in the past
18 months in building that connection have provided key learnings
and great insights into what is effective and what deliver value
for our clients. As media consumption grows, we have seen the
acceleration in ecommerce and digital marketing. Creating new,
relevant and engaging experiences which bring people together with
brands has never been more important.
Giulio Malegori,
CEO EMEA,
dentsu international
Peter Huijboom,
Global CEO, Media
and Global Clients,
dentsu international
It is promising to see a return to growth in the APAC region with
two of our markets in the top five contributors of ad spend growth;
China and Japan. While China continues to see strong levels of
growth driven by Digital and OOH, Japan’s growth will be buoyed by
events like the 2020 Olympic & Paralympic Games, and the House
of Representative elections and the advertising spend associated
with it, particularly in TV.
In addition, Australia and India are two of the top year-on-year
growth markets, forecasting a surge in ad spend. Australia has had
a stronger economic recovery after the pandemic particularly in TV
and Digital where the government focused much of their Covid-
related campaigns, while India is expected to see a resurgence in
Digital advertising spend though TV is still the main contributor with
a 40.9% share.
Ashish Bhasin,
CEO APAC,
dentsu international
17. Ad Spend June 2021
18. As reflected in dentsu’s forecast, social distancing has made the
world recognise how much it values and misses "social proximity".
The real winners in the recovery are those media which bring people
together – most obviously Social, but most notably TV.
During the pandemic lockdowns shared stories emerged, as people’s
daily routines were dictated by their home environment and became
more similar, which we could further amplify on digital channels. In
short, TV gave us something to talk about. Equally, people trusted
TV more than other media to deliver accurate and practical health
information from politicians and scientists.
In our forecasts, the winning factor is, quite simply, ‘talkability’:
those media which disseminate the information and stories which
we want to share. The forecast growth should therefore serve as a
useful strategic pointer for other media.
Sanjay Nazerali,
Global Client & Brand
President, dentsu X
In 2020, we saw shift in consumer’s digital behaviours and this
trend continues in 2021. Consumers are living more of their life
in digital media and as a result, we are seeing digital ad spend
grow at an accelerated rate, now making up 50% of all ad spend
globally. Advertisers are fast adapting to this change in order to
capture market share through more personalised and relevant
consumer experiences.
Will Swayne,
Chief Client Officer, Media,
dentsu international
We are optimistic that the region will bounce back to positive
growth in ad spend, with some channels likely boosted higher
than pre-pandemic levels. The main drivers behind the growth is
economic recovery, with the APAC GDP set to increase by 7.3%, and
a stronger-than-ever push to digital marketing.
Serving as a stimulus the pandemic has accelerated digital adoption.
Digital media will continue to drive ad revenue growth this year with
strong performance in Social (+33%) and Video (+11%) and majority
of spends in mobile. We will also see more investments diverted
towards addressable and the digitalisation of OOH channels.
Programmatic DOOH will also be a key growth driver in the future.
With the growing numbers of SSPs and DSPs partnerships and an
increasing demand for location-based solutions to ad-reaching
consumers in these times of uncertainty, advertisers will benefit
from the speed, flexibility and the targeting capability that the
medium will provide.
Prerna Mehrotra,
CEO Media APAC and
MD Media Singapore,
dentsu international
18. Ad Spend June 2021
19. 2021F
2020A
An industry lens on spend
Based on analysis across industries,
Government spending remains a key area of
spend growth, supporting the Covid vaccine
rollout and other related initiatives.
The Travel and Transport sector continues
to be affected by the uncertainty of the
pandemic, border shutdowns and travel
restriction, with ad spend in this sector revised
down versus January 2021 forecasts. An
overall 8.7% increase in demand is forecast in
2021 following the 47.0% decline in 2020 as
international travel begins to resume.
Media & Entertainment is forecast to achieve
8.9% following a 15.2% reduction in 2020,
while spend in Automotive advertising is set to
grow by 9.5% from a 15.2% reduction in 2020.
Figure 8: 2021 ad spend growth forecasts by industryi
Year-on-year % growth at current prices
Source: dentsu Ad Spend Forecasts June 2021
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
Government Tech Telecomms Auto Retail Cosmetic
& Personal
Care
Media &
Ent
Travel &
Transport
Finance Beverages Food Pharma
4.4% 5.5%
-6.7%
-15.2%
-9.4%
-7.9%
-15.2%
-47.0%
-2.5%
1.0%
10.9%
20.0%
9.8%
12.5%
9.5% 9.2% 9.1% 8.9% 8.7% 8.1% 7.6% 7.6% 7.6%
0.1%
i.
2020 change based on: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, Spain, UK, US
2021 change based on: Australia, Brazil, Canada, China, France. Germany, India, Italy, Japan, Russia, US
19. Ad Spend June 2021
20. • To empower brands in making informed
decisions regarding media channels,
data and insights into changing
consumer media consumption and
lifestyle patterns will continue to be
important. Sustained investment in
analytics will particularly help to build
a view of how behaviours are evolving
as the months progress and develop
predictive capabilities.
• In light of changing lifestyle patterns,
many media channels have evolved in
recent months to serve new purposes
– such as broadcast e-commerce via
livestream. Brands can use this period
to explore new arenas in which to
deliver brand messages and diversify
their campaigns across new platforms
to drive engagement.
Brand
recommendations
While the fragmented impact of the pandemic continues to shape ad spend
across markets there are key considerations to help brands respond with agility
and flexibility:
• Consumer expectations of
communications and actions spanning
everything from the environment to
employee wellbeing are here to stay.
Brands that consistently reinforce
a social responsibility dimension in
their identity will win consumer trust.
The leaders in this space will work
collaboratively and beyond their
industry to deliver large scale change.
• With the much-anticipated sports
events that were postponed in 2020
giving TV a boost this year, the many
brands who will be seeking to target
sports fans in specific timeframes
may create a counterprogramming
scenario. Potentially reduced
ratecards for targets outside of this
group will offer many other brands
new opportunities for reach at scale.
Ad Spend June 2021
20.
21. • Continuing digitisation across OTT
platforms, Digital Print and Audio
services this year also present brands
with opportunities to devise new
engagement strategies, delivery
options, and the chance to create a
broader range of content formats that
will ultimately create a richer brand
experience for consumers.
• The continued rise of e-commerce
has successfully converted previously
reluctant targets and become the go-
to method of purchase for products
traditionally thought of as in-store
only. It has also created a different
playing field for brands, who must
now ensure that they communicate
not only the strength of their products
and services, but also the strength of
their online experience and customer
service in order to leverage earned
media coverage to its full potential.
• As consumer behaviour continues
to skew towards digital modalities,
brands can also leverage the return to
public events in some markets to bring
people who remain in a heightened
stage of the pandemic closer to the
action. Innovative creative solutions
such as immersive, virtual worlds are
increasingly being used to drive brand
engagement and conversation in this
context.
• Personalised offers and messaging
delivered to increasingly tailored
customer segments are more
important than ever as digital
continues to grow. Ensuring that
audience profiles are sufficiently
nuanced and adapted to pandemic-
context behaviours will help to achieve
more convenient and useful shopping
experiences, wherever the consumer
might be.
Ad Spend June 2021
21.
22. Assumptions and methodology
These forecasts should be read in the context of significant ongoing uncertainty
related to the global pandemic and government measures to contain it. As the global
vaccination programme is rolled out dentsu will be closely monitoring market ad spend
to ensure our figures remain an accurate reflection of the sector.
Advertising expenditure forecasts are compiled from data collated from dentsu’s brands
and based on our local market expertise until the second half of June 2021. We use a
bottom-up approach, with forecasts provided for 59 markets covering the Americas,
EMEA, Asia Pacific and Rest of World by medium: Linear Television, Newspapers,
Magazines, Radio, Cinema, Out-of-Home and Digital Media. The advertising spend
figures are provided net of negotiated discounts and with agency commission deducted,
in current prices and in local currency. For global and regional figures, we convert the
figures centrally into USD at the May 2021 average exchange rate. The forecasts are
produced bi-annually with actual figures for the previous year and latest forecasts for
the current and following year all restated at constant exchange rates.
References
i. The World Bank, 'GDP Growth', April 2021.
ii. QuestMobile, ‘Spring Report on China Mobile Internet', March 2021.
iii. The Drum, ‘Cinema advertising post-pandemic: what does the future hold for the silver screen?’, April 2021.
iv. WARC, ‘Media owner profile: Global sets out its plans to combine audio and OOH media’, Jan 2020.
Ad Spend June 2021
22.
23. dentsu Ad Spend, June 2021
23.
About dentsu
international
Part of dentsu, dentsu international
is made up of six leadership brands
- Carat, dentsu X, iProspect, Isobar,
dentsumcgarrybowen, Merkle and
supported by its specialist brands.
Dentsu International helps clients to win,
keep and grow their best customers and
achieve meaningful progress for their
businesses.
With best-in-class services and solutions
in media, CXM, and creative, dentsu
international operates in over 145 markets
worldwide with more than 45,000
dedicated specialists.
www.dentsu.com
For further information about
this report please contact:
DATA INQUIRIES:
Lin Liu
Research Manager
Lin.Liu@dentsu.com
MEDIA INQUIRIES:
Fiona Magill
Senior PR Consultant
Fiona.Magill@dentsu.com