The mid-year adspend forecasts from ZenithOptimedia and GroupM indicate a positive outlook on the global advertising market from this year to 2016.
ZenithOptimedia predicts adspend in the next couple of years to grow in line with increasing GDP levels globally at around 5.7%. The company believes adspend growth could be higher were it not for the ongoing conflict in Ukraine and subsequent economic sanctions imposed on Russia.
GroupM’s forecast for global adspend is slightly lower in comparison, staying close to the 5% level for the next two years.
- Both forecasters expect Outdoor to grow in line with Global Media to 2015
- Latin America enjoys highest adspend growth forecast due to 2014 World Cup & 2016 Olympics
- North America predicted to lead ad expenditure growth among mature markets; Low but positive adspend increase in Northern & Central Europe
- Top 3 advertising markets in 2016 forecast to be USA, China and Japan