‘Stellar’ Year Ahead in Advertising as Global Spending Expected to Rise 4.7% says Warc


Riding on the back of this year’s Winter Olympics in South Korea, the Fifa World Cup and the American midterm elections, the latest predictions by Warc anticipate global adspend to rise 4.7%, or $572 billion in 2018.

Warc’s monthly Global Ad Trends report looks at advertising expenditure in 96 markets and tracks key trends in global spending patterns by media and geography.

The report, which started in 2009 Going by region, expects there to be stronger growth in Asia-Pacific (6%), North America (5%), and Western Europe (2.6%) this year, with central and Eastern Europe (8.4%) and Latin America (7%) continuing to expand at a sizable rate.


 

While advertising spend across the Middle East and Africa is expected to drop once again (-4.1%), it will do so at a slower rate than in previous years.

This year should be a “stellar year” for global advertising, James McDonald, data editor at Warc, said advertising overall will experience a “stellar year.”

“Ad investment set to grow at its strongest rate since 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.”

A rebound from 2017

In 2017, WARC said that global advertising gained 3% to $546 billion, a decline from the 3.8% increase in 2016.


 

Of gains last year, mobile advertising witnessed the greatest — up 5.9 percents to a 20.6% share, at $112 billion.

Online desktop advertising, on the other hand, was down 2% in share to a 18.3% or $103 billion, while TV remains the largest media channel — even though it dipped 1.5 percentage points to a 36.5% share, reaching $199.5 billion.

Currently, TV ad spending outweighs online video spending by a ratio of six to one.

Print declined 2.2 percentage share points to $71.5 billion. Both out-of-home and radio dipped slightly to a 5.7% share — to $32.6 billion each. Cinema was steady at $4 billion.

Worldwide the U.S. dominates all other markets with 45% of the global mobile advertising market.

 

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