The ZenithOptimedia Global Advertising Forecast is predicting that global advertising expenditure will grow by 3.9 per cent in 2013, with rising and mature markets expected to reach 9.4 per cent and 3.5 per cent respectively in 2015.
The research found that internet advertising is supplying most of the growth in expenditure by medium, expected to grow by 14.4 per cent, compared to the 1.6 per cent growth predicted for traditional media.
Display leads the way in the internet advertising business, with an annual growth of 20 per cent, which can be put down to the rise of online video and social media advertising, each of which is growing at about 30 per cent per year.
As hinted by ZenithOptimedia CEO Steve King at Publicis Investor Day last week, the US saw growth and is still the biggest contributor of new ad dollars to the global market; despite the fact that the rising markets – including Latin America, Fast-track Asia, Eastern Europe and Central Asia – are outperforming the rest of the world and are expected to contribute 63 per cent of growth between 2012 and 2015.
The report also suggests that rising markets will increase their share of global adspend from 34 per cent to 38 per cent.
King said: “As the global economy strengthens, more opportunities will open up for companies to expand their businesses. Advertising is an essential tool for launching new products and entering new markets, and advertisers will increase their budgets wherever they can increase the return on their investment.”
ZenithOptimedia predicts that there will be some change among the top 10 advertising markets between 2012 and 2015, although USA, Japan, China and Germany are expected to stay in the top four positions.