Thursday, 20 June 2013
Global advertising spend in 2013
More interesting is the evolution of the composition of advertising spend. TV still dominates and the classical media are relatively stable. Only print declines, albeit slowly at -4%. What is notable - although not that surprising - is the explosive growth of digital advertising spend and, in particular, mobile and social-media ad spend. Search, video and classical digital (banner) advertising also grows at a fast pace (10-20%). At this rate of change, it is reasonable to assume that digital media will represent 25% of total spend by the end of next year.