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Slower advertising expenditure growth in 2015
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MEDIA agency ZenithOptimedia has lowered the forecast for advertising expenditure growth in 2015 by 0.5 percentage points to 4.4 percent with total market size of US$544 billion, due to deepening recession in Russia, Ukraine and slowdown in China.
China is estimated to more than double the pace of the global advertising expenditure increase with 9.1 percent rise, lower from the average of 10.5 percent annual growth in the pat five years, according to the quarterly report released yesterday.
ZenithOptimedia estimate an average increase of 8.5 percent between 2014 and 2017 in China.
China, after taking over Japan as the second largest advertising market last year, is estimated to contribute 16 percent of ads expenditure growth between 2014 and 2017, followed by US’s contribution of 26 percent.
“China’s ad market is slowing in step with its economy, but it remains very healthy by international standards and because of its large size now relatively small changes in growth visibly affect the global situation,” it points out.
Boosted by the 2016 Summer Olympics in Rio and the US Presidential elections, global advertising expenditure would rise 5.3 percent in 2016.
Mobile advertising is estimated to surge 39.8 percent on average through 2017, about nine times that of desktop Internet advertising, thanks to rapid spread of mobile devices.
Within three years, mobile is expected to account for 12.7 percent of total advertising dollars globally at US$75 billion, more than double from that of 5.3 percent in 2014.
By 2017, the share of Internet expenditure out of the overall ad market is to rise to 31.4 percent from that of 21.4 percent in 2014 while newspapers and magazines are shrinking at 3 percent and 2 percent on average respectively.
Television, although still the dominant advertising medium, will slightly fall to 37.3 percent in 2017 from that of 39.4 percent in 2014 with budgets moving away towards online video.
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