A new forecast from ZenithOptimedia tells us that global ad spend is likely to top $545 billion dollars in 2015. That may sound like a reason to celebrate but it’s actually a slight step down in growth compared to 2014. (4.9% in 2015 vs 5.1% in 2014)
Part of the reason for the decrease in the increase is the lack of large, global events in 2015. In 2014, advertisers took advantage of the huge audience that tuned in to follow the Winter Olympics and the World Cup but 2015 is going to be a quiet year. That’s good, we need the time to rest up because 2016 is going to be a wild one with the Summer Olympics, the UEFA European Football Championship and the US Presidential elections. Wow. The news media is going to have to hire a lot of extra help.
Display drives internet advertising
Internet is the fastest growing medium in advertising with 16.9% growth in 2014 and a forecast of 15% growth for the next two years.
Ten years ago, Internet was only 4% of global spend, now it’s 24%. Where’s all the extra coming from? Magazine and Newspaper ad budgets. These are the only two types of ads that are on the decline. Even radio showed a small increase but it’s nothing compared to the powerhouse that is online advertising.
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