Analysis

2018 stellar year for global advertising

Global advertising expenditure growth to accelerate to +4.7% in 2018

WARC, the international marketing service reported that the global advertising growth has been forecasted to accelerate to 4.7% to a total of US$572 billion in 2018.

The Global Ad Trends report which is released by WARC focuses on advertising expenditure in 96 markets. The report also includes key trends in spending patterns by media and geography.

The increase in global advertising expenditure is due to PyeongChang Winter Olympics, FIFA World Cup, US mid-term elections and reduced dollar volatility in emerging markets.

“2018 should be a stellar year for global advertising, with ad investment set to grow at its strongest rate since the post-recovery years of 2010 and 2011,” said James McDonald, Data Editor, WARC.

“Mobile is now a key driver of global growth and was the only channel to gain a share of spending in 2017. It now accounts for one in five ad dollars worldwide. Nevertheless, traditional media still attract 61% of global ad investment, and TV and out of home will be among the main benefactors of increased brand and political campaign spending this year,” added McDonald.

It was also reported that the global advertising expenditure rose 3.0% to US$546bn in 2017.

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