The International Marketing Intelligence Service has recently put out their monthly report for global ad trends, and it is looking like they expect another pretty good year for global ad spend. In the report they forecast a 4.7% growth, which will bring the total ad spend to $572 billion.
There are a number of big events this year that are helping to boost that number, including the Winter Olympics in PyeongChang, the World Cup, and the mid-term elections in the US.
The growth rates are more even than we’ve seen in some other years, with the bulk of the groth coming from central and eastern Europe, which is expected to grow at 8.4%. Latin America should grow at 7%, the Asia-Pacific region at 6%, and North America at 5%. The ad spend in the Middle East and Africa, however, are slipping by 4.1%. This decline in the region is a smaller loss than we saw in 2017, however, so even that has a silver lining.
The total growth in 2017 was 3%, so the 4.7% that is predicted is an overall improvement, and one that will be most welcome by most marketers.
This report is looking at all of advertising, not just digital. The largest segment remains TV, which controls 36.5% of the industry, a drop of 1.4% in 2017. Mobile advertising is in second place at 20.6%, up 5.9%. Desktop ads make up 18.3%, and print continues to lose share, coming in at just 12.5%.
James McDonald, a Data Editor at WARC commented on this saying, “2018 should be a stellar year for global advertising, with ad investment set to grow at its strongest rate sine the post recovery years of 2010 and 2011. All global regions, with the exception of the Middle East, are expected to register growth, supported by key quadrennial events – notably the Winter Olympics in South Korea, the FIFA World Cup in Russia and the US mid-term elections.”