Global advertising to increase by 6.4% annually from 2011 to 2016, PwC suggests
Overall global advertising will increase at a 6.4% compound annual rate from 2011 until 2016, a new study by PwC has predicted.
The global entertainment and media outlook report found that internet adverting will increase by a 15.9% compound annual rate and video game advertising by 11.2%, while TV advertising will average 6.6% compounded annually through 2016.
Phil Stokes, lead entertainment and media partner at PwC, said: “The various segments of the E&M sector are at different stages of digital development, but in all cases, digital is now embedded in day-to-day business. Consumers are demanding digital content that meets their needs – which are increasingly for on-demand entertainment, education and information on mobile devices – and companies have moved past initial experimentation and into a new normal.
“E&M companies have reached what we’re calling the ‘end of the digital beginning’: they’ve made the commitment to a digital future, and are now striving to make the necessary changes to their products, distribution and organisations to deliver sustainable – and profitable – growth.”
The report also found that out of home advertising will increase by 5.0%, radio by 3.8% and print by less than 3.5% compounded annually.
It was found that entertainment and media advertising increased by 3.6% in 2011, just over half of the growth that was seen in 2010.
Global ad words image via Shutterstock.