Study: Global Ad Expenditure To Grow 3.9% In 2013
April 29, 2013 at 11:19 AM (PT)
ZENITH OPTIMEDIA predicts global advertising expenditure will grow by 3.9% in 2013, reaching $518 billion by the end of the year. As has been the case since the start of the economic downturn in 2007, Rising Markets is expected to grow by 8.2% on average in 2013, while the Mature Markets grow by just 1.8%, weighed down by the eurozone crisis. Over the next two years, Rising and Mature Markets, will grow 9.4% and 3.5%, respectively in 2015.
Internet advertising is supplying most of the growth in expenditure by medium, driven by technical innovations, such as better measurement of exposure to advertising, greater localization, and integration with mobile devices. Internet advertising should grow by 14.4% in 2013, while traditional media will grow by 1.6%.
Display is the fastest growing medium within Internet advertising, with annual growth of 20%, driven by the rapid rise of online video and social media advertising, each of which is growing at about 30% per year. Continued innovation among the search engines - including richer product information and images within ads -- is seeing a healthy rise in paid search. Paid search will grow by 13% a year to 2015.
* NORTH AMERICA to deliver solid 4%-5% annual growth.
* Online video and social media to help drive 20% annual growth in internet display over the next three years.
* Internet advertising to exceed combined newspaper and magazine total in 2015.