World Cup provides timely fillip to global advertising market

Following hot on the heels of

/news/2014/06/16/global-advertising-spend-projected-grow-56-2014">Warc’s 5.6 per cent global advertising growth forecast Zenith Optimedia have published a slightly more pessimistic view, projecting a growth rate of just 5.4 per cent.

Unlike their counterparts however ZenithOptimedia are rather more positive about future years however, posting predictions of 5.7 per cent in 2015 and 6.1 per cent in 2016 as the world economy picks up speed.

Advertising Expenditure Forecasts estimates that the Fifa World Cup will boost global ad spend to a hefty $1.5bn with TV benefitting the most, although advertisers will spend more online – particularly via social media.

Mobile will be the primary driver of adspend according to the report with the sector growing 5.5 times faster than desktop internet, powered by rapid adoption of smartphone and tablet devices.

Steve King, ZenithOptimedia’s CEO, Worldwide, said: “The World Cup is a great opportunity for advertisers to reach passionate and involved audiences worldwide. While television will remain central to how fans experience the competition, advertisers are using digital media more than ever before to help shape this experience. Over the next few years internet advertising will play an even greater role in supplementing the brand‐building power of television.”

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