Warc's Global Ad Trends report shows changes in adspendWarc has released the third edition of Global Ad Trends report, which indicates that using inflation-adjusted purchasing power parity shows that in 2015, the value of global ad transactions finally reached parity with the peak preceding the global financial crisis - an eight-year recovery. James McDonald The adspend survey has run annually since 1980 and involves input from partners in 96 reporting markets. The survey covers TV, internet, mobile, newspapers, magazines, radio, cinema and out of home adspend. The company does not estimate or forecast markets for which it does not have a credible data partner. James McDonald, Warc’s senior data analyst and author of the research, said, “Our extensive research provides a comprehensive overview of the marketing communications industry spanning over 30 years and our unique methodology allows us to measure the impact of currency fluctuations on advertising investment at a local and global level.” Key findingsKey findings of Warc’s research from 2006-2015 reveals: “Chief among these findings is the revelation that, by the purest measure available, the combined value of ad trade worldwide took a full eight years to recover from the global financial crisis. It is also fascinating to note the juxtaposed trajectories of the world’s two largest advertising markets. While the amount spent to secure ad space in the US remained unchanged during the ten years to 2015, that spend in China grew three and a half times over this period.” Global roundupReviewing the Global roundup for 2016 and outlook for 2017, Warc estimates that:
• Eight of Warc’s 12 key markets (which account for two-thirds of global adspend) are expected to witness a slowdown in adspend growth next year “In a real sign of the times, we believe that in 2016 China became the first market in which mobile was the biggest advertising channel by spend,” concludes McDonald. For more information, go to www.warc.com. |