Carat's latest global advertising expenditure forecasts show that advertising spend will increase 4.5% in 2016 to reach $538 billion, driven by major events like the US elections. The growth rate is expected to continue into 2017. Digital advertising continues to be the fastest growing segment and will account for 29.3% of total advertising spend in 2017. While economic uncertainties lowered forecasts for some regions, most markets are still expected to see growth in 2016 and 2017, led by a strong US market and recovery in Western Europe. Digital media, especially mobile, online video and social media, will continue fueling the global expansion of advertising expenditures.
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.
The 2016 New Business League report looks at the creative, digital and media agencies business wins (and losses) over 2016, both globally and in several major markets.
TYNY forecasts India’s advertising investment to reach an estimated Rs. 91,641 crores this year. This represents an estimated growth of 10.7%, for the calendar year 2020.
Don't miss our report on the main factors driving media inflation in China 2018. This report includes a both a brief summary and the national media inflation forecasts.
Ramadan Ads: Understand your audience and fine-tune your messageSocial Samosa
Httpool announces the launch of the Ramadan Insights Paper 2021. The paper is aimed at brands and marketers to streamline and improve planning processes during this period.
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.
The 2016 New Business League report looks at the creative, digital and media agencies business wins (and losses) over 2016, both globally and in several major markets.
TYNY forecasts India’s advertising investment to reach an estimated Rs. 91,641 crores this year. This represents an estimated growth of 10.7%, for the calendar year 2020.
Don't miss our report on the main factors driving media inflation in China 2018. This report includes a both a brief summary and the national media inflation forecasts.
Ramadan Ads: Understand your audience and fine-tune your messageSocial Samosa
Httpool announces the launch of the Ramadan Insights Paper 2021. The paper is aimed at brands and marketers to streamline and improve planning processes during this period.
This is the fifth annual edition of the R3 China Media Inflation Report covering inflation forecasts for Y2015 in all key national and local media spaces.
Find out more about topline and methodology, click below:
http://www.rthree.com/r3/index.php/en/insights/by-topic/return-on-marketing-investment/return-on-media/1301-china-s-media-inflation-slows-for-2015-still-outstrips-cpi-by-3x
R3 (www.r3ww.com) was set up in 2002 in response to an increasing need from marketers to enhance their return on marketing investment, and improve efficiency and effectiveness.
Visit our website to learn more about our service and other publications.
www.rthree.com
This edition of Media Digest covers a broad economic outlook and highlights from the Bellwether Review, OCS6 - Posterscope’s 6th edition of its Out-of-Home Consumer survey - that launched in February, recent mobile insights, consumer and digital trends for 2014, as well as the latest insights from our trading partners.
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.
This is the fifth annual edition of the R3 China Media Inflation Report covering inflation forecasts for Y2015 in all key national and local media spaces.
Find out more about topline and methodology, click below:
http://www.rthree.com/r3/index.php/en/insights/by-topic/return-on-marketing-investment/return-on-media/1301-china-s-media-inflation-slows-for-2015-still-outstrips-cpi-by-3x
R3 (www.r3ww.com) was set up in 2002 in response to an increasing need from marketers to enhance their return on marketing investment, and improve efficiency and effectiveness.
Visit our website to learn more about our service and other publications.
www.rthree.com
This edition of Media Digest covers a broad economic outlook and highlights from the Bellwether Review, OCS6 - Posterscope’s 6th edition of its Out-of-Home Consumer survey - that launched in February, recent mobile insights, consumer and digital trends for 2014, as well as the latest insights from our trading partners.
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.
Next Generation Media Quarterly January 2012dentsu
This is a regular update on the best and most interesting stories, facts and examples from the world of digital media.
Compiled by Dan Calladine, Head of Media Futures, Aegis Media
This is the sixteenth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
By Dan Calladine - Aegis Media
@dancall
Cannes 2016 was incredibly stimulating. Spread out over several official and unofficial venues, it was a week of talks, presentations, meetings, awards and moments of wonder. Here are ten themes that we noticed, from Diversity to Virtual Reality, from Ad Tech to Artificial Intelligence
Future Thought - Futurerising @ Bournemouth University Liam Brennan
Presentation on Future Thought for Futurerising @ Bournemouth University February 29, 2012
Compiled by Liam Brennan (Digital Director - Carat Global Management)
Habits at Work - Merci Victoria Grace, Growth, Slack - 2016 Habit SummitHabit Summit
Presented at the 2016 Habit Summit at Stanford (see: www.HabitSummit.com)
Merci Victoria Grace leads the Growth team at Slack.
Prior to joining Slack, she started a venture-backed game company, designed The Sims Social at Electronic Arts, and worked at a range of consumer, mobile and enterprise startups.
Here she shares insights on putting "Habits to Work at Work".
Learn why successful leaders are keeping a journal. See the direct benefits of journaling and how it can improve your life.
BONUS: Download this free Journaling Template:
https://lifeboarding.co/bonus-journaling
If you liked this presentation you can download it here:
https://lifeboarding.co/presentation-download-journaling
Carat Global has been producing trend reports for over 5 years, looking at new technologies that will become more important and relevant to clients.
The trends for 2017 are all growing in importance, and will all have implications for clients.
The trends for 2017 involve two big themes:
The evolution of content, including live video, sports rights, and augmented reality
The growing links between digital and physical worlds, including identity, the expectation of speed, and controlling the IoT ecosystem
10 Best Practices of a Best Company to Work ForO.C. Tanner
What does it take to be named a Best Company to Work for by FORTUNE magazine? For starters, a winning culture, collaboration, and creating an environment for learning and growth. Take a look at these slides for more ideas!
Twelve months of research, 1000+ cups of coffee, and probably an entire forest worth of Post-its (don’t worry—we recycle). That’s what it took for us to compile our Trends 2017 report, which offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Visit trends.fjordnet.com for more.
Keynote address (Feb, 2016) to the educators in the Fort Nelson school district. We all know that we cannot teach a child without a concection... without a relationship. In the hustle and bustle of our jobs as educators, we often forget our why, the reason we got into education, of trying to make a difference with kids. In this talk, 6 Keys to Connecting are shared and discussed with the challenge of creating a more positive climate and better connections with kids in our classrooms, schools, and organizations.
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
FIPP Insight Special Report: Focus on the Americas, from FIPP World Magazine ...Helen Bland
Data from PwC, ZenithOptimedia and other media industry experts highlights the trends in the Americas region encompassing Latin America and North America. Published by FIPP - the worldwide magazine media association. Country-by-country and regional market information including magazine revenues, advertising spend, number of titles, copies sold, revenue sources, distribution, and digital penetration.
2017 Digital Marketing Predictions You Should KnowKatana Media
As we close out 2016 and welcome 2017, it is once again time for predictions season in the digital marketing world, and our “2017 Digital Marketing Predictions You Should Know” resource guide is packed with the important insights that should be top of mind. We have scoured primary data and resources to provide you with a collection of key facts that will hopefully help you and your organization optimize your business model for a success.
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.
2016 Election: Who will win the TV ad races?Bloomberg LP
While political TV ad forecasts vary, 2016 may set a record. Experts agree that this will be the biggest year for political ads on TV, even with $1 billion in estimated digital spending.
A statistical overview of what to expect in the marketing industry in 2017. In this section there's information of spending in advertising, mobile marketing and more.
Since 1998, AHAA has been helping its members serve its clients through breakthrough independent studies that
increase understanding of what it takes to win the market,
share new concepts, and identify best practices of marketing to Latinos.
While overall ad spend among the top 500 advertisers increased by 5% from $79.0 Bn to $83.1Bn from 2010 to 2014, marketers made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn.
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.
BrandZ Top 100 Most Valuable Global Brands study 2014 - Millward BrownVikrant Mudaliar
The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its ninth year. It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate brand value.
The combined value of the Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9 trillion, an increase of 49% compared with the 2008 valuation, which marked the start of the banking and currency crisis.
Millennial Media's 2014 State of the Apps Report Vikrant Mudaliar
Millennial Media's 2014 State of the Apps Report
Millennial Media's State of the Apps report takes a closer look into the app economy.
Through a survey of app developers and publishers, this report features insights into monetization trends, as well as developers' goals and priorities for last year and this coming year.
The report also captures what developers are designing for and the platforms on which they see their impressions.
Culture Vulture, Entertainment – inspiring original thinking through a deeper...Vikrant Mudaliar
Culture Vulture is a research series from Mindshare that offers a global snapshot of current and emerging cultural trends, bringing fresh insights from around the world to inspire and ignite new strategies for brands.
Culture Vulture has broad application across strategic and planning services in the communications, branding, packaging and product development areas and is intended to stimulate free thinkers looking for inspiration into the wide cultural context in which we live in today and tomorrow's world.
Culture Vulture Entertainment focuses on our connected world where entertainment is now at our fingertips, in our ears, and all around us, all the time. The lines have blurred - between entertainment, information and advertising - through an ever-evolving range of platforms, formats and technologies. So what are the implications for brands in this dynamic landscape?
Global Advertising Trends , Quarter 1 2013 : Nielsen Report
MAIN EVENTS
•Global consumer confidence increases 2 points from Q4 to 93
•Consumer confidence increases in 20 of 29 European countries
•The civil war in Syria continued in Q1 and has recently heightened tensions internationally MAIN FACTS
•Growth in global advertising slows slightly in Q1, growing 1.9%
•Europe advertising continues to decline with -4.4 percent for the quarter
•North America see no growth or decline in advertising spend
•Latin America returns to fast growth with 11.9% increase for Q1
comScore presents the 2013 India Digital Future in Focus. The report provides a comprehensive overview of the Indian market and identifies the prevailing trends in web usage, online video, social networking and online advertising that are defining the Indian online landscape. Plus, a special spotlight covering online market trends in Online Retail, Travel, Entertainment, Real Estate, News and Information..
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
1. CARAT
AD SPEND
REPORT.
CARAT
CARAT PREDICTS DIGITAL SPEND TO
REACH MORE THAN 25% OF TOTAL
ADVERTISING SPEND IN 2016, FUELLED
BY UPSURGE IN MOBILE ADVERTISING
SPENDING IN 2015
1
CARAT
AD SPEND
REPORT.
MARCH 2016
CARAT PREDICTS ROBUST MOMENTUM
INTO 2017 WITH +4.5% INCREASE IN
GLOBAL ADVERTISING SPEND
CARAT
1
2. 2
is constantly closing the gap, TV continues to command the majority of market
share with a steady 42.0% in 2015 and spend is predicted to grow by +3.1%
this year as the Olympic Games and US elections are predicted to generate
significant TV viewership across various markets. In addition, Carat’s forecasts
reconfirm the steady decline in Print* in 2016 and into 2017 with Newspapers
declining by -5.4% and Magazines by -1.7% in 2016 whilst highlighting positive
year-on-year growth in 2016 for all other media, including Outdoor (+3.4%),
Radio (+2.2%) and Cinema (+2.8%), with the latter expected to grow further at
+5.0% in 2017.
YEAR ON YEAR % GROWTH AT CURRENT
PRICES
2015 2016f 2017f
GLOBAL 3.9 (4.0) 4.5 (4.7) 4.5
NORTH AMERICA 4.3 (4.2) 4.6 (4.5) 4.0
USA 4.4 (4.3) 4.7 (4.5) 4.0
CANADA 2.5 (2.5) 3.0 (3.0) 3.0
WESTERN EUROPE 2.8 (2.6) 3.1 (2.9) 3.1
UK 6.0 (6.4) 6.2 (5.5) 5.7
GERMANY 1.8 (1.6) 1.8 (1.7) 1.7
FRANCE -0.3 (0.1) 0.6 (0.7) 1.0
ITALY 1.0 (0.5) 1.2 (0.7) 0.9
SPAIN 6.6 (6.9) 5.3 (6.9) 4.6
C&EE -3.0 (-6.0) 2.2 (1.6) 4.0
RUSSIA -9.8 (-14.0) 0.2 (0.0) 3.5
ASIA PACIFIC 3.6 (4.1) 4.4 (4.7) 4.7
AUSTRALIA 2.5 (2.4) 2.5 (2.8) 2.3
CHINA 6.0 (6.0) 5.8 (6.5) 5.7
INDIA 11.0 (11.0) 12.0 (12.0) 13.9
JAPAN 0.3 (1.4) 1.8 (1.6) 1.1
LATIN AMERICA 11.0 (12.7) 10.5 (13.6) 12.1
BRAZIL 7.8 (6.0) 6.8 (8.4) 8.4
Figures in brackets show our previous forecasts from September 2015
2 CARAT
DIGITAL LEADS GROWTH TO ATTAIN
29% MARKET SHARE & US$161 BILLION
ADVERTISING SPEND IN 2017
Carat, the leading global media network, today publishes its first forecast for worldwide advertising
expenditure in 2017, combined with its latest forecasts for 2016 and actual figures for 2015,
showing positive global outlook led by the continued investment in Digital media spending.
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest
global forecasts highlights that advertising spend will reach US$538 billion in 2016, accounting for
a +4.5% year-on-year increase. Fuelled by high-interest media events taking place during the year
– including the US presidential elections, Rio 2016 Olympics and Paralympics and the UEFA EURO
2016 championship – the positive outlook for 2016 is predicted to continue into 2017, with Carat’s
forecast highlighting a consistently strong year-on-year global advertising growth of +4.5%.
Carat’s latest forecasts reconfirm the rise of Digital as the established driver of global advertising
spend growth. Powered by the upsurge of Mobile (+37.9%), Online Video (+34.7%) and Social
Media (+29.8%) in 2016, the strength of Digital is expected to continue to grow at double digit
prediction levels of +15.0% this year, and a further +13.6% in 2017. Overall, Carat predicts the
upsurge of Digital to account for 27.0% of advertising spend in 2016 and extend significantly to
29.3% in 2017, reaching US$161 billion globally.
In 2015 all regions reported positive growth, from Western Europe at +2.8%, +4.3% in North
America, +3.6% in Asia Pacific and Latin America at +11.0%. Regional confidence is predicted to
continue in most regions in 2016, despite volatility in some individual markets. In 2016, the North
American advertising market remains strong with a solid growth of +4.6%, with the upcoming
presidential elections solely expected to generate US$6 billion advertising spend in the US. Western
Europe’s sustained positive recovery driven by solid growth in the UK and Spain in 2015 is expected
to continue in 2016 and 2017 at +3.1%. Despite a decline in global growth forecasts due to China
and Brazil’s economic volatility, Asia Pacific and Latin America advertising markets remain strong
in 2016, achieving +4.4% and +10.5% year-on-year growth respectively. Carat also reports an
encouraging outlook for 2017 across all regions including Central & Eastern Europe, as Russia’s
economy is expected to stabilise from 2016.
By media, Digital continues to be the star performer for growth level globally with Hong Kong &
Estonia now joining the list of 12 markets where Digital is now the principle media used based on
spend. The US, Germany, Taiwan and Austria are predicted to join this list in 2018. Whilst Digital
3. 3 CARAT
Commenting on the Carat Advertising Expenditure forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said:
CONTACTS:
Silvia de Candia
Global Communications Manager
+44 (0) 7774 191 474
NOTES TO EDITORS
#CaratAdSpend
*Print: ‘Print’ is defined as the combined advertising spend of Magazines and Newspapers
Digital: ‘Digital Advertising’ or ‘Digital Media’ or ‘Digital’ includes advertising spend from Search, Display, Online Video, Social Media and Mobile.
Methodology: Carat’s advertising expenditure forecasts are compiled from data which is collated from around the Carat network and based on Carat’s
local market expertise. We use a bottom-up approach, with forecasts provided for 59 markets covering the Americas, EMEA, Asia Pacific and Rest of World
by medium - 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 with the 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.
Melissa Mason
Global Marketing Manager Carat
+44 (0) 20 3640 5399
CARAT’S LATEST ADVERTISING FORECAST AND ITS FIRST ANALYSIS OF THE 2017
LANDSCAPE GIVES US REINFORCED OPTIMISM FOR GLOBAL ADVERTISING SPENDING.
WHILST ECONOMIC VOLATILITY HAS IMPACTED SOME MAJOR MARKETS, SOLID
GROWTH HAS BEEN MAINTAINED GLOBALLY, WITH STABILITY FORESEEN FOR THIS
YEAR AND NEXT.
THE STRENGTH OF DIGITAL CONTINUES TO BE THE DOMINANT ELEMENT IN THE
GROWTH OF THE GLOBAL ADVERTISING EXPENDITURE WHILST TV SPEND REMAINS
AS THE FOUNDATIONS OF OUR INDUSTRY. AS ADVERTISING BECOMES MORE DATA-
DRIVEN AND COMPLEX, IT’S CRUCIAL TO MOVE RAPIDLY TO NAVIGATE AND MEET
THE NEEDS OF THE DIGITAL ECONOMY AND THIS IS REFLECTED IN THE INNOVATIVE
CAPABILITIES AND APPROACH WE PROVIDE TO OUR CLIENTS.”
”
”
“
“
4. KEY TRENDS
FROM THE REPORT
• Sustained growth in global advertising spend predicated in 2017 of +4.5%, in line with
continuing global economic growth expectations for next year.
• Overall, global advertising spend in 2016 will be supported by general advertising
market stability driven by major media events in 2016, including US presidential
elections, the Rio 2016 Olympics and Paralympics, and the UEFA EURO 2016 football
championship. Total advertising spend is expected to hit US$538 billion this year.
• Global forecasts for 2016 have been slightly revised down from the +4.7% previously
forecast in the September 2015 report, to +4.5% following changes to regional
advertising forecasts in Asia Pacific and Latin America, due to lowered expectations in
China and Brazil based on economic conditions.
• Advertising spend in North America remains strong with +4.6% expected growth
in 2016 fuelled by the upcoming US presidential elections which are solely forecast to
generate US$6 billion spend in the US.
• Western Europe remains stable with year-on-year growth of +2.8% in 2015.
Advertising spend in the region is expected to continue to grow consistently at an
estimated +3.1% in 2016 and 2017, outpacing predications from the September 2015
report (+2.9% for 2016), mostly driven by growth in the UK and Spain.
• Advertising spending in the C&EE region is forecast to return to positive growth in 2016
at +2.2%, revised up from predictions in September 2015 (+1.6%), and a further
+4.0% in 2017, mainly driven by increased stabilisation in the Russian advertising
market.
• In Asia Pacific, the Indian advertising market continues to be buoyant as growth
prospects in the country remain high at +12.0% in 2016 and +13.9% in 2017.
• Digital media spend continues to grow at double digit prediction levels of +15% in
2016, outpacing Carat’s forecasts in September 2015, and a further +13.6% in
2017. Digital media’s share of total advertising spend continues to expand year-on-
year, targeting a forecast of 27% share in 2016, exceeding earlier predictions in the
September 2015 report, and expanding further to 29.3% of total advertising spend in
2017.
• The continued growth of Digital is driven by Mobile, Online Video and Social Media,
increasingly becoming more prevalent components of advertising investment. Mobile
continues to show the highest spend growth across all media in 2016, with a year-on-
year estimated increase at +37.9% in 2016.
CARAT ADVERTISING
SPEND FORECAST
MARCH 2016 SUMMARY
Carat’s latest global advertising expenditure forecasts, covering 59 markets
across the Americas, Asia Pacific and EMEA, show advertising spend remains
buoyant in 2016, increasing overall by US$23 billion in 2016 to hit US$538
billion - a +4.5% year-on-year increase compared to 2015.
Despite a slight decline from the +4.7% previously forecast in the Carat Ad
Spend report from September 2015, due to lowered expectations in China and
Brazil, advertising spend will be supported by general market stability in 2016
driven by prolific media events including the US presidential elections, the Rio
2016 Olympics and Paralympics, as well as the UEFA EURO 2016 football
championship. The predicted 2016 growth rates in major markets China and
Brazil of +5.8% and +6.8% respectively will however continue to outpace the
global advertising market growth rate.
The positive outlook for 2016 is expected to continue into 2017 with Carat’s
forecast predicting a steady year-on-year global advertising growth of +4.5%,
based on a continuing global economic growth.
The strength of Digital spend continues to be the key driver of growth in the
global advertising market, with a predicted US$18.5 billion increase in spend in
2016, a +15.0% year-on-year growth rate, outpacing previous predictions from
the September 2015 report of +14.3%. As a leading media type now across 12
of the markets analysed, Carat’s first forecasts for 2017 reveal that Digital will
continue to grow at double-digit levels of +13.6%, and will account for 29.3% of
all advertising spend globally.
CARAT4
THE INFLUENCE OF DIGITAL MEDIA IS SIGNIFICANTLY
MORE COMPLEX THAN THE 27% FIGURE MIGHT SUGGEST.
WE ARE USING A TRULY DIGITAL MIND-SET TO PLAN TV:
WE BUY TV AIRTIME PROGRAMMATICALLY AND USE TV TO
DRIVE SEARCH. WE LEVERAGE SOCIAL TO BOOST LINEAR TV
RATINGS AND AMPLIFY USER-GENERATED CONTENT. WITH
THIS MIND-SET WE COMBINE TV AND RICH CONSUMER
DATA TO BUY AGAINST PEOPLE, NOT SCHEDULES.
Sanjay Nazerali, Global Chief Strategy Officer Carat
”
“
5. CARAT5
REGIONAL
BREAKDOWN
NORTH AMERICA
Advertising spend in North America continues to be strong, with a solid growth of +4.6%
forecast in 2016 (revised up from +4.5% in the September 2015 report), now exceeding
the forecast for global growth of +4.5%. North America continues to be the region with
the highest share of worldwide advertising spend at 39.1%.
The positive outlook in the region is fuelled by continued growth in the US, the world’s
largest advertising market with estimated spend in 2016 of US$204 billion, where
spend is forecast to increase by +4.7% in 2016, revised up from +4.5% in our previous
predictions. US advertising spend in 2016 will be boosted by the US presidential elections
which will account for an estimated US$6 billion. TV, predominantly local, will make up
approximately 65% of this additional spend, whilst Digital will attract an estimated 10%
and all other media types will share the remaining 25%.
In addition, the Rio 2016 Summer Olympic and Paralympics are projected to account
for circa US$1 billion of advertising spend. Whilst the Games represent a significant
influx over a two-week period, the sporting events will not have a major impact on the
US advertising marketplace as not all of this spending will be incremental. Despite the
absence of major media events in 2017, the outlook of the advertising market in the US
remains positive next year with a solid +4.0% year-on-year growth forecast. Other key
findings for the US include:
• TV will remain the largest advertising format in the US, accounting for 38% of
advertising investments in 2016, forecast to continue through 2017.
• US TV overall remains buoyant in 2016 with an estimated +2.9% average growth
across local and national channels, driven by a stronger scatter marketplace.
• Digital, accounting for 27.7% of total media share in 2016, continues to be the fastest
growing media segment this year at +15.9% year-on-year growth, driven by Online
Video (+44.7%), Social Media (+45%) and Mobile (+50%) spend this year. Digital
spend is forecast to overtake total TV spend in the US by the end of 2018.
• As digital investment continues to increase in the US, traditional publishing market
share continues to decline. For the first time, Newspaper share of total spend at 10.5%
has been overtaken by Total Digital Display at 13.5% and Paid Search at 11.7%.
The advertising market in Canada continues to maintain a predicted low single digit
year-on-year growth of +3.0% in 2016 and 2017, slightly higher than the actual spend
recorded for 2015 of +2.5%. The total advertising spend in 2017 is expected to reach
US$8.2 billion. The moderate growth in the market continues to be affected by the slow
economy, with the fall in oil prices and limited exports.
Digital media continues to generate advertising growth in the market – driven by Mobile
(+27.4%), Paid Search (+12.8%) and Online Video (+28%) in 2016 – and is forecast to
grow by +10.7% in 2016 and +9.6% in 2017. With the highest share of total advertising
spend (42%) in 2016 in the market, Digital media spend will continue to offset shrinking
Print media, as Magazines are expected to decrease by -8.0% and -6.0% in 2016 and
2017 respectively, and Newspapers by -7% in both years.
+50%
YOY
MOBILE
+45%
YOY
SOCIAL
MEDIA
+44.7%
YOY
ONLINE
VIDEO
2016 US DIGITAL SPEND TO GROW
+15.9% REACHING 27.7% SHARE
38%
in 2016
TV SHARE OF US
ADVERTISING MARKET
6. CARAT6
REGIONAL
BREAKDOWN
WESTERN EUROPE
Advertising spend in Western Europe continued to show positive growth in 2015 of
+2.8%, with the year closing higher than the previously predicted +2.6% in the September
2015 report. Pace is expected to increase in 2016 at a rate of +3.1%, exceeding
previous forecast of +2.9%. Western European markets showing the highest growth
predictions this year are the UK (+6.2%), Spain (+5.3%), Sweden (+4.8%) and Ireland
(+7.5%). Markets with lower growth in 2016 include France (+0.6%), Switzerland
(+0.5%) and Norway (+0.2%). In Greece, forecasts continue to show positive growth,
however growth is moderated from the +8.7% previously predicted in the September
2015 report, to +2.9%. Advertising expenditure in the region is expected to reach
US$91.9billion in 2016, accounting for a 17.1% share of global advertising expenditure,
and predicted to grow by a further +3.1% in 2017.
The general confidence in the UK advertising market continues at a steady pace into
2016, showing no real slow down. Following a +6.0% growth in 2015, UK advertising
spend is forecast to continue to grow in 2016 and increase by a further +6.2% to reach
US$25.8 billion. The steady growth in the UK advertising market is expected to continue
in 2017 at +5.7%, dependent on the continuation of economic confidence following
the EU membership referendum in June 2016. Other key findings on the UK advertising
market include:
W. EUROPE
YEAR ON YEAR GROWTH
2016
2017
+3.1%
+3.1%
TOP 5 WESTERN EUROPEAN
GROWTH MARKETS
2016
IRELAND +7.5%
UK +6.2%
SPAIN +5.3%
SWEDEN +4.8%
DENMARK +3.6%
UK
YEAR ON YEAR
GROWTH
f
f
SPAIN
YEAR ON YEAR
GROWTH
ITALY
YEAR ON YEAR
GROWTH
FRANCE
YEAR ON YEAR
GROWTH
f
+6.2%
+5.7%
+5.3%
+4.6%
+1.8%
+1.7%
GERMANY
YEAR ON YEAR
GROWTH
+1.2%
+0.9%
+0.6%
+1.0%
7. CARAT7
• 2016 is predicted to be a strong year for TV advertising spend, growing by +5.0% in
2016 with a sustained high level of inflation.
• Despite not being aired on commercial TV, the Rio 2016 Olympics and Paralympics
are expected to drive growth in the UK TV advertising market, as increased TV
viewership will provide advertisers with more opportunities to engage during a high-
interest event. The UEFA EURO 2016 football championship is also expected to lead
to high advertising growth across a number of sectors, including Betting, Alcoholic
Beverages, Automotive and Sporting Goods.
• Digital continues to be the star performer in the UK advertising landscape, forecast to
grow at double digit prediction levels of +12.8% in 2016 and +12.2% in 2017. Digital
media share is expected to reach 51.3% in 2016 and 54.5% in 2017.
• Mobile Search in the UK is forecast to grow by +11.0% in 2016 whilst Desktop Search
will grow at a lower rate of +8.0%. Further growth is expected in 2016 for Online
Display activity. Online Video growth is highest this year at +21.0% driven by Mobile
video growth of +31.0%.
• Retail is forecast to increase spending by +5.0% this year. Other sectors showing
notably increased growth in 2016 are Automotive (+4.0%), Travel & Transport
(+6.0%) and Food (+4.0%), whilst year-on-year forecasts decline for second highest
spending category Finance (-1.0%), Telecoms (-1.0%) and Cosmetics & Personal Care
(-1.0%).
The advertising market in Germany shows continued and steady growth. In spite of some
international economic and political instability, the German economy continues to show
a moderate but solid upward trend with growing employment, stable inflation figures and
positive consumer confidence. Following positive growth of +1.8% in 2015, revised up
from the September 2015 forecast (+1.6%), advertising spend in Germany is expected to
show signs of moderate and stable growth of +1.8% in 2016 and +1.7% in 2017. Other
findings from the German market include:
• TV advertising investments are forecast to grow steadily by a moderate +1.9% in
2016. Despite the continuing decline of traditional TV, this remains the dominant mass
medium in a more and more fragmented market. For most advertisers TV is still the
main touch point to reach their target. This is forecast to continue through 2017.
• Digital media spend is forecast to overtake TV spend in Germany in 2018. Digital’s
share of total spend in 2016 will account for 30.2%, with spend growth predicted at
+7.2% in 2016 and +6.7% in 2017.
After an encouraging performance in the first half of 2015, advertising expenditure
in France declined by -0.3% last year. The tragic events in Paris at the end of 2015
marked a sudden halt to the improvement of the French economy, with many advertisers
withdrawing their activities following the attacks. In 2016, as the host nation of the
UEFA EURO 2016 football championship, advertising spend in France is expected to
grow marginally by +0.6% in 2016, also benefitting from the 2016 Rio Olympics and
Paralympics. Continued positive advertising growth is forecast in 2017, when the French
presidential election is expected to drive a +1.0% increase. Other remarks on France
include:
• TV continues to be the dominant medium in France with the highest share of
advertising spend (32.1%) in 2016 and it is forecast to remain the number one media
type through 2017 and 2018. Year-on-year growth is however low, at a predicted
+0.8% in 2016 and +1.0% in 2017.
UK
2016 2017
DIGITAL YOY
GROWTH +12.8% +12.2%
DIGITIAL MEDIA
SHARE +51.3% +54.5%
f f
8. CARAT8
• Digital follows TV as the most popular media type in France with a market share of
29.7% this year, with spend expected to increase by +5.2% by the end of 2016.
• Paid Search represents the majority of total Digital spend in France in 2016 (62.4%)
and is expected to grow by +3.7% during the year.
• Mobile is forecast to increase strongly by +38% in 2016, to account for 33% of total
Digital spend in the year.
Following four consecutive years of advertising spend decline, Italy returned to positive
growth in 2015 at +1.0%. Following a positive H2 in 2015 with the Milan World Expo
event and the recovery in TV, advertising spend is forecast to grow at +1.3% in Q1 2016.
Further growth is expected in Q2 2016 at +1.9% with TV supported by the advertising
revenue from the UEFA EURO 2016 football championship. Overall, advertising
expenditures in Italy are forecast to increase by +1.2% in 2016, revised up from the
previous forecast of +0.7%. In 2017, Italy is expected to continue to grow at +0.9%.
Other highlights on this market include:
• TV will continue to be the media type with the highest share of spend, 51.7% in 2016,
forecast to continue in 2017 at a similar level of share at 51.4%.
• Digital is the fastest growing media type, expected to grow at +6% 2016 and 2017.
Digital has the second highest share of total spend at a predicted 23.8% in 2016,
driven by an increase of advertising spend on Mobile (+30.5%), Online Video
(+17.5%) and Social (+15%) in 2016.
• Newspapers are forecast to continue to decline in 2016 by -8.2%. Although sports
newspapers will benefit from the previously mentioned key media events in 2016, this
will not drive a significant impact on the medium as a whole.
• Magazines are forecast to have a slower rate of decline than Newspapers, -4.5%
in 2016, due to the key role this medium has for some sectors such as Luxury and
Fashion.
• OOH and Radio are forecast to achieve positive growth in 2016, at +5% and +4.5%
respectively.
Spain’s advertising market continued to grow at a healthy mid-single digit rate of
+6.6% in 2015, significantly higher than the global growth rate of +3.9%. However,
the economic and political situation in the market remains uncertain after the highly
fragmented results of the national elections in December 2015 and a potential repeat
election in 2016. As a result, forecasts for Spain are slightly less optimistic than previously
predicted in the September 2015 report, revised down from +6.9% to +5.3% for 2016.
The advertising spend in Spain is expected to grow by +4.6% in 2017. Other key findings
on Spain include:
• TV demand remains high. TV is usually the base of advertising campaigns in Spain
due to high consumption and also competitive CPT (cost per thousand) pricing. TV
share of spend is forecast at 42.3% in 2016 and is predicted to increase by +5.1% this
year.
• Digital, accounting for 25.9% share of total spend, is the main driver of the advertising
market growth in Spain with a +12.0% growth forecast in 2016 and double digit
digital growth predicted to continue in 2017 at a rate of +10.1%.
• Mobile spend is the main driver of Digital growth, with a predicted increase of +44.1%
in 2016.
9. CARAT9
REGIONAL
BREAKDOWN
C&EE
Following a decline in advertising expenditure of -3.0% in 2015, the Central & Eastern
European region is forecast to return to positive growth in 2016 at a rate of +2.2%,
revised up from the +1.6% previously forecast in September 2015. The markets
contributing most to this increase in spend in the region this year are Poland (+4.6%),
Turkey (+3.0%) and Hungary (+6.3%). Seven out of the 11 markets in C&EE (Estonia,
Hungary, Lithuania, Romania, Poland, Russia and Slovakia) have revised up their forecasts
from the September 2015 report due to a general improvement in their economic outlook.
An increased growth rate of +4.0% is forecast in 2017 driven by the +3.5% growth
forecast for major market Russia.
The advertising market in Russia is expected to stabilise in 2016, with a small increase
of +0.2% forecast, up 0.2% points from the flat market predicted in the September
2015 report. This marks an improvement in the advertising market following a year-on-
year decline of -9.8% in advertising spend in 2015, revised up from the previous 2015
prediction of -14.0%. Despite the continuing decline of the economy, the advertising
market has gradually adapted to the new reality and by the end of 2015 advertisers
showed increased activity. Other key findings for Russia cover:
• TV is the leading Russian media type with the highest share of advertising spend
in 2016 at 44.8%. New TV advertising law restrictions introduced in January 2015
negatively affected TV advertising spend, subsequently it declined by 15% in 2015.
Expectations are for the TV market to show a small increase +1.2% in 2016.
• Digital is the second most popular media type in Russia and, along with TV, the only
segment expected to grow in 2016, with a +8.7% growth forecast, to reach 34.4% of
total advertising share.
• With the economy hit hard by the collapse in oil prices, the ongoing economic
uncertainty may lead to a reduction in advertising activity in the second half of 2016.
The advertising market is predicted to continue to recover in 2017, with a modest
growth of +3.5%, dependent on the economic development.
MIDDLE EAST AND NORTH AFRICA
Growth in the Middle East and North Africa is forecast to increase moderately by +1.3%
in 2016 and +1.9% in 2017 with growth by market in low single digits or declining. The
markets with the strongest performance are Morocco with a forecasted growth of +4.0%
in 2016 and +4.1% in 2017 and Qatar where advertising expenditures are expected to
increase by +3.8% in 2016 and 2017. Major market Egypt is forecast to grow by a more
modest +2.4% in 2016 to reach US$1.9 billion and a further +3.0% in 2017. Declines
in 2016 are currently forecast however for Saudi Arabia (-1.4%), Kuwait (-1.3%), Bahrain
(-4.3%) and Oman (-4.8%) with this predicted trend to continue in 2017.
RUSSIA’S YOY % GROWTH
-10 -5 0 5 10
2015 -9.8%
2016 +0.2%
2017 +3.5%
f
f
10. CARAT10
REGIONAL
BREAKDOWN
ASIA PACIFIC
Growth in the Asia Pacific region by +4.4% in 2016 is forecast at a marginally lower
growth rate than the global growth rate of +4.5%, and has been revised down from the
+4.7% previously forecast in the September 2015 report, driven by more conservative
growth forecasts for China (+5.8%, down from +6.5%) and Australia (+2.5%, down
from +2.8%). Forecasts for 2016 have also been revised down for South Korea (+2.4%,
down from +3.1%), Taiwan (-0.4%, down from +0.3%) and Malaysia (+3.3%, down from
+3.5%) as business and consumer sentiment in these markets continue to be dampened by
an uncertain economic outlook. Increased growth is forecast for major advertising market
Japan, which is predicted to see advertising spending increase by +1.8% in 2016, revised
up from the +1.6% previously predicted in September 2015. Advertising expenditure in the
Asia Pacific region will account for a third of global advertising expenditure, 33.8%, in 2016.
The Asia Pacific advertising market is forecast to increase by +4.7% in 2017.
The advertising market in Australia has seen a modest improvement in conditions following
a change in Government in September 2015 and the improved sentiment of the electorate,
both from businesses and consumers. The falling of the local currency has also fuelled
growth in the tourism sector, a big employer in the country, and that has been reflected
in Retail sales. The +2.5% growth in advertising spend in 2015 over the previous year is
forecast to continue in 2016. Growth predictions in 2016 are marginally below the +2.8%
forecast in September 2015, due to the uncertainty associated with the China slowdown
affecting the Australian commodity sector, in addition to the financial market turbulence as
a contributory factor. Current forward booking volumes indicate a slow start in Q1 2016,
however with an election and Olympic year, advertising spend is expected to grow from Q2
2016 onwards to reach our full year forecast of +2.5% growth for 2016.
In absence of major media events, current expectations are for a slight slowdown of the 2016
momentum in 2017, when the advertising market in Australia is expected to remain positive
but at a marginally reduced growth rate of +2.3%. Overall, Carat predicts a gradual but
incremental return to growth of the Australian advertising market over the next few years.
China, the world’s second largest advertising market is forecast to show a +5.8% growth in
2016, to total US$81.5 billion - a 15% share of total worldwide media spend. The
ASIA PACIFIC
YEAR ON YEAR GROWTH
2016 +4.4%
2017 +4.7%
INDIA
YEAR ON YEAR
GROWTH
+12.0%
+13.9%
2016f
2017f
+5.8%
+5.7%
f
f
JAPAN
+1.8%
+1.1%
YEAR ON YEAR
GROWTH
AUSTRALIA
YEAR ON YEAR
GROWTH
+2.5%
+2.3%
11. CARAT11
consecutive year-on-year double digit growth rates witnessed in the decade up to 2011
have been replaced by a more moderate and now established year-on-year mid-single digit
advertising spend growth. This is forecast to continue to 2020. The forecast growth rate of
+5.8% for 2016 is however below the +6.5% forecast in the September 2015 report, with
the advertising market in China affected by downward pressure on the economy. As China’s
economy is entering a ‘new normal’ era, its advertising market is forecast to grow at a
similar albeit marginally reduced rate of +5.7% in 2017. Other findings about the Chinese
advertising market include:
• Facing an economic slowdown and increasingly fierce competition from Digital, the
growth of TV is estimated to be a modest +1.7% in 2016. TV will however continue with
its dominance of the Chinese advertising market with a predicted share of total spend of
53.3% in 2016 and 51.0% in 2017.
• The growth of Digital spending will remain at a high level of +26.4% in 2016. This is
thanks to the rapidly growing popularity of smartphones, with mobile growth reaching
+47.1% this year, the highest of all digital platforms.
• The growth rate of China’s third most popular media type OOH, is predicted to stabilise
at +3.9% in 2016, with China’s metro development in 2016 and with airports remaining
a stable growth driver.
Unlike growth in the other BRIC markets - Brazil, Russia and China - advertising expenditure
in India continues to accelerate. Following a buoyant year in 2015 with a growth of +11.0%,
2016 has begun on a positive note with a forecast growth rate of +12.0%. Growth will
be supported by the India T20 Cricket World Cup and the state elections. Media-related
statistics for India include:
• TV advertising revenues are forecast to grow by +12.3% in 2016, supported by strong
spending from e-commerce companies and FMCG brands.
• While TV is expected to remain dominant for many years to come, advertisers are
increasingly utilising Online Video as an invaluable complement. However, share of
total Digital advertising spend in India is still relatively low at 8.9% (2016).
• Unlike in other markets, positive Newspaper advertising spend growth is expected to
continue in India at +10.5% in 2016, primarily due to investment from e-commerce,
Automotive and a small contribution from Government spending. Retail advertisers also
continue to spend on Print.
Carat’s first forecasts for 2017 predict continuing strong growth for the advertising market in
India with an estimated increase of +13.9% and expected favourable economic conditions
in which advertisers vie for consumers’ attention.
Japan advertising expenditures posted year-on-year gains for a fourth consecutive year in
2015, +0.3% to reach US$52.1 billion. This is in spite of a backdrop of uncertainty within
the global and Japanese economy and a tough comparative year in 2014 with high-interest
quadrennial events, (the Sochi 2014 Winter Olympic Games and the 2014 World Cup in
Brazil), and an increase in demand prior to the consumption tax rate increase in April 2014.
Japan’s advertising expenditures are forecast to increase at a higher rate of +1.8% in 2016,
boosted by the Rio 2016 Olympic and Paralympic Games which are predicted to contribute
+0.2% to the market, plus a new surge in demand ahead of the consumption tax rate hike
in 2017. Other findings about the Japan market include:
• Continuing from last year, the trend of Digital growth will continue in 2016, at a rate of
+8.9%, revised up from the +8.5% previously predicted in the September 2015 report.
• Similar to last year, the shift to cross device and Mobile is continuing and the growth
trend in the market for mobile advertising will persist. In particular, due to the rise in
video viewership in the mobile environment, the Online Video advertising market will
grow even more rapidly.
• The Rio 2016 Olympic and Paralympic Games are expected to invigorate television
advertising, with a +1.4% growth forecast.
The forecast for the Japanese advertising market in 2017 is a continuation of the positive
growth trend although at a marginally reduced growth rate of +1.1%, dependent on
economic developments following the tax rate hike. Marketing activity is expected to pick up
approaching the Tokyo 2020 Olympic and Paralympic Games.
12. CARAT12
REGIONAL
BREAKDOWN
LATIN AMERICA
Advertising expenditures in the Latin American region are forecast to grow by +10.5% in
2016 to reach US$26.8 billion, a 5% share of total global advertising spend. Double digit
growth in the region, the highest globally, is driven by high growth rates in Argentina at
a predicted rate of +33.8%, and continuing growth of +6.8% in Brazil. However, growth
forecasts for the region have been revised down from +13.6% forecast in the September
2015 report as the advertising market in Brazil suffers from the continued economic
recession and unstable political conditions, with low expectations of an improvement
in 2016. Despite investment from the Rio 2016 Olympics and Paralympics will support
growth in the market, Brazil’s advertising market growth rate has been revised down by
1.6% points from +8.4% forecast in September 2015 to +6.8%. Depending on the status
of political conditions, the scenario may become less pessimistic for the economy in Brazil.
However, Carat’s latest advertising growth forecasts predict an improvement in Brazil from
2017 at +8.4%.
• With a predicted total share of spend of 66.0% in 2016, TV is still the main medium to
build reach quickly in Brazil. Despite the time spent with TV being significantly lower
than Digital, broadcasters are developing cross-device platforms, such as Globo Play,
to engage with their audiences.
• Due to the widespread usage and growth of mobile devices in Brazil, Mobile
advertising spend is forecast to increase by +81.8% in 2016 in the market.
• Social networks are already part of everyday life in Brazil and the trend is to become
more and more present in 2016 due to the expansion of mobile devices in the country.
In the case of Facebook, more than 70% of access in Brazil is through smartphones or
tablets.
Elsewhere in Latin America, Mexico’s growth is aligned with Carat’s forecast in September
2015 of +3.3% growth in 2016 and +3.1% in 2017, reaching a total advertising market
spend of US$4.3 billion this year. Growth is also strong in Colombia with a US$1.7 billion
advertising market in 2016 with growth of +6.4%, predicted to accelerate to +9.3% in
2017.
ARGENTINA
YEAR ON YEAR
GROWTH
+33.8%
+31.1%
+6.4%
LATIN AMERICA
YEAR ON YEAR GROWTH
2016
2017
+10.5%
+12.1%
0 10.0 20.0 30.0 40.0 50.0
f
f
BRAZIL
YEAR ON YEAR
GROWTH
+6.8%
+8.4%
OLYMPICS
COLOMBIA
YEAR ON YEAR
GROWTH
+6.4%
+9.3%
MEXICO
YEAR ON YEAR
GROWTH
+3.3%
+3.1%
13. GLOBAL % SHARE OF ADVERTISING SPEND
2015 2016f 2017f
TELEVISION 42.0 (42.0) 41.4 (41.3) 40.7
NEWSPAPERS 12.4 (12.8) 11.2 (11.9) 10.3
MAGAZINES 6.9 (6.9) 6.5 (6.5) 6.1
RADIO 6.6 (6.5) 6.5 (6.4) 6.2
CINEMA 0.5 (0.5) 0.5 (0.5) 0.5
OUTDOOR 6.9 (7.0) 6.9 (6.9) 6.8
DIGITAL 24.6 (24.3) 27.0 (26.5) 29.3
CARAT13
MEDIA
BREAKDOWN
Figures in brackets show our previous
forecasts from September 2015
GLOBAL YEAR ON YEAR % GROWTH AT
CURRENT PRICES
2015 2016f 2017f
TELEVISION 2.7 (2.6) 3.1 (3.3) 2.9
NEWSPAPERS -5.7 (-4.4) -5.4 (-2.6) -4.1
MAGAZINES -3.1 (-2.0) -1.7 (-1.9) -1.1
RADIO 2.3 (1.3) 2.2 (1.9) 0.7
CINEMA 7.6 (4.7) 2.8 (2.4) 5.0
OUTDOOR 3.0 (3.4) 3.4 (4.3) 3.8
DIGITAL 15.8 (15.7) 15.0 (14.3) 13.6
Figures in brackets show our previous
forecasts from September 2015
Despite declining slightly year-on-year, Television continues to command the highest
share of global advertising spend, with a predicted 41.4% in 2016 and 40.7% in 2017.
Even though audiences tend to consume media on a growing number of other platforms,
TV remains the dominant mass medium holding the majority of share. TV advertising
spend is forecast to grow moderately by +3.1% in 2016 supported by major media events
including the US presidential elections, the UEFA EURO 2016 football championship and
the Rio 2016 Olympics and Paralympics. Growth in TV advertising spend is estimated to
continue at a moderated pace of +2.9% in 2017.
Globally Newspapers continue to be the third largest medium with 11.2% share of total
advertising spend in 2016, but continues to drop almost a percentage point each year
with a 10.3% market share predicted for 2017. Despite the continuing global downward
trend of this medium, Newspapers still remain in the top two media across 21 of the 59
countries analysed, including key market India where Newspapers share of total spend
remains strong at 35.7%. Magazines face a similar situation to Newspapers, suffering an
overall decline in both year-on year-growth and share of the total advertising market, and
are forecast to decline by -1.7% in 2016 and -1.1% in 2017. Globally Magazine share
of total advertising spend at 6.5% in 2016 is forecast to fall behind Outdoor (6.9%) and
decrease further in 2017 to drop under Radio.
Competitive costs, flexibility and content integration actions maintain demand for Radio,
which is forecast to grow at a low single digit rate of +2.2% in 2016 and +0.7% in 2017.
Cinema continues to grow on the back of brands leveraging the higher engagement
opportunities offered by this medium, also supported by digital projection and commercial
flexibility. However, Cinema advertising spend remains quite volatile coming off a
consistent low share of 0.5% of global advertising spend, and is largely dependant on the
success of movie titles and economic conditions. With the outstanding film releases of
Spectre and Star Wars ’The Force Awakens’, 2015 represents a tough comparative year
for this medium in 2016, which is therefore forecast to increase only moderately in 2016
by +2.8%.
14. CARAT14
The digital transformation of public space, data usage and new technology is creating
new and exciting opportunities for Outdoor advertising, which is evolving to reach
audiences at scale through the proliferation of digital infrastructure with enhanced
personalisation and relevance. Globally Outdoor has achieved consistent growth in the
past three years in the 3-4% range, and is forecast to grow further at +3.4% in 2016 and
+3.8% in 2017. Key markets with higher OOH growth forecast for 2016 are expected to
be Australia (+9.9%), Brazil (+8.0%) and Italy (+5.0%).
In line with expectations, Digital continues to show the highest growth rates, estimated
at +15.0% in 2016 and +13.6% in 2017, outpacing our previous predictions in the
September 2015 report. By 2017 Digital spend is forecast to reach US$161 billion.
Digital is clearly the established driver of global advertising market growth, with all other
media types showing a low single digit increase or decline. Digital is the leading media
type in 12 out of the 59 markets analysed, with the addition of Hong Kong and Estonia
since our September 2015 report and with the US, Austria, Germany, Taiwan predicted to
join this list by 2018. Driving the consistent growth of Digital globally is Mobile. Spending
in this channel is forecast to grow by +37.9% in 2016 and +30.1% in 2017. The key
drivers of this considerable increase in mobile investment include the dramatic shift in time
spent on mobile amongst smartphone and tablet empowered consumers, the increasing
reliance on the app economy, as well as the improving targeting opportunities that this
channel provides.
Growing time spent on Mobile is largely linked to consumption of Online Video, Social
Media and messaging. Online Video is expected to grow globally by +34.7% in 2016 and
by +31.2% in 2017 with notably strong growth in the US market, a predicted +44.7% in
2016. The rise of mobile-first social media and messaging apps such as Instagram and
Snapchat (alongside Facebook and Twitter), is stimulating advertiser interest as they offer
the opportunity to build native video campaigns centred around their target audience’s
unique social data. As a result, each Social platform is focusing on video, opening up
multiple options for brands and advertisers to create, curate and monetise content.
Globally Social Media spend is forecast to grow by +29.8% in 2016 and +25.2% in
2017, with the US predicted to have the highest Social Media growth at +49% in 2016
and +45% growth in 2017. Social media platforms are consistently improving their ability
to gather data and provide marketers with actionable insights. This data can be utilised
to deliver messages to a more specific audience than ever before. Overall, marketers are
using Social Media as a way to deliver owned media content, not just paid ads. Branded
content as a form of advertising is increasingly becoming a more prevalent component of
social media investment.
Display (banners) advertising globally continues to grow positively supported by mobile
banners, and remains a highly relevant part of digital investment. In 2016 Display
(banner) advertising spend is forecast to increase by +11.6% in 2016 and +8.7% in
2017. In the next few years Carat predicts a considerable rise of programmatically booked
inventory for this medium.
YEAR ON YEAR % GROWTH WITHIN DIGITAL
2015 2016 2017
DISPLAY
(BANNERS) 17.0 11.6 8.7
ONLINE VIDEO 35.0 34.7 31.2
SOCIAL MEDIA 35.4 29.8 25.2
PAID SEARCH 15.4 10.6 10.3
MOBILE 52.7 37.9 30.1
ff
As of the March 2016 report, Carat has enhanced its methodology of digital data
to reflect the rapidly evolving digital media market. The new methodology allows
for more in-depth reporting to explore the use of digital segments. The digital sub-
category figures in this report are therefore not directly comparable with the figures
in previous reports.
15. CARAT15
Paid Search spend growth is also coming from Mobile as more and more consumers
make search queries on-the-go via their smartphones and tablets. This is forcing
advertisers to make bid adjustments for Mobile and focus their attention on delivering
their Pay-Per-Click (PPC) ads onto the small screen. Globally Paid Search spend is forecast
to grow by a healthy +10.6% in 2016 and +10.3% in 2017. Paid Search is expected
to reach a solid 12.3% of the total advertising share this year and overtake Newspapers
share of spend in 2016 (11.2%) and 2017 (10.3%). Key growth markets for Paid Search
in 2016 include India (+48.0%), China (+20.8%) and Canada (+12.8%). Russia and the
US also forecast double digit growth of +10.6% and +10.2% respectively in 2016, whilst
Paid Search ad spend growth is expected to be relatively low however in France (+3.7%),
Australia (+4.6%) and Germany (+4.7%) this year.
Programmatic is also driving growth in Digital media spend. UK (display including online
video) programmatic spend is forecast to increase by +30.6% in 2016. It will be across
almost every channel including social, display, video and native, enabling advertisers
to take full advantage of cross platform synchronicities, such as frequency capping,
sequential messaging, and unified budget management. In terms of performance,
programmatic offers real-time measurement allowing for amplification, change or
discarding tactics within the course of a campaign rather than waiting for final results. It
will increase the opportunity for insight-led, dynamic creativity.
NEXT CARAT AD SPEND REPORT
OUT IN SEPTEMBER 2016