Global Ad Spend Continues Uptick; Internet to Overtake Print in 2015: ZenithOptimedia predicts global ad spend to strengthen over the next three years.
http://adage.com/article/agency-news/zenithoptimedia-forecasts-global-ad-spending-jump-3-9/241142/
Publicis Groupe's ZenithOptimedia predicts global advertising expenditures
will grow 3.9% in 2013, reaching $518 billion by the end of the year.
ZenithOptimedia's forecast shows an upward trend for ad investments in the
Middle East and North Africa—a first for the region since the Arab Spring in
2011. It also calls for spending surges in rising markets like Latin America.
Mature markets, including North America, Japan and Western Europe, are on
track for spending growth of just 1.8% in 2013. Spending in rising markets --
every other region -- should rise 8.2%.
Despite low expectations for mature markets, the U.S. should continue to
serve as the biggest contributor of new ad dollars to the global market. The
agency expects the region to contribute 28% of the $76 billion that will be
added to global spending between 2012 and 2015.
