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China to become No.2 ad market, report says

By Ding Yining | September 23, 2014, Tuesday | Online Edition

CHINA is set to overtake Japan to become the world’s second-largest advertising market and will account for 18 percent of additional ad expenditure between 2013 and 2016, a report said today.

Global ad expenditure will grow 5.3 percent in 2014, reaching US$523 billion by the end of the year, according to the quarterly Advertising Expenditure Forecasts by global media network ZenithOptimedia, a member of world’s third largest communications group Publicis Groupe.

The growth pace is 0.1 percentage points down from the previous forecast in June due to escalating tension over the Ukraine crisis, the report said.

In 2013 China was already the third-largest ad market in the world, behind the United States and Japan.

The US is still the biggest contributor of new ad dollars to the global market and is estimated to contribute 26 percent of the US$87 billion that will be added to global ad spending between 2013 and 2016.

The Internet is still the fastest growing medium with an estimated average of 16 percent annual growth for 2014 to 2016 after climbing 17.1 percent in 2013.

Mobile advertising, those Internet ads that delivered to smartphones and tablets, has now truly taken off and is estimated to grow an average of 51 percent annually between 2013 and 2016,  six times faster than desktop Internet, driven by rapid spread of devices and improvements in user experiences, the report said.

Mobile advertising made up only 2.9 percent of total advertising expenditure in 2013 but will pick up to contribute to about 8.6 percent of all expenditure around the global by 2016, according to ZenithOptimedia.

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