GroupM Sees U.S. Ad Growth At 3.4% For 2014
August 15, 2014 at 3:57 AM (PT)
GROUPM has issued its biannual "This Year, Next Year" futures report TODAY, forecasting global advertising investments will reach $534 billion in 2014, a 4.5% increase over 2013. The company predicts investments in 2015 rising an additional 5.0% to $560 billion -- finally exceeding the pre-crisis peak of 2007/2008 in real terms.
Globally, ad recovery is in fact localized, with 17 markets accounting for 93% of expected ad growth in 2014. Even at its moderate 3.4% rate of ad investment growth this year to $162 billion, the UNITED STATES contributes fully one-quarter of incremental ad dollars. CHINA ranks second as it climbs a predicted 9.8% to $76 billion. Other countries making the cut include NIGERIA, KENYA and VIETNAM.
“Many companies are still operating with very strong balance sheets,” said GROUPM GLOBAL Pres. DOMINIC PROCTOR. “Coupled with a rising general confidence and a specific comfort around digital marketing, though notwithstanding some geo-political uncertainty, we are seeing an uplift in some of the ‘older economies’ as well as the new.”