 |
YEAR ON YEAR AD SPENDING GROWTH RATES : NORTH AMERICA AND UNITED STATES |
Carat’s latest global advertising expenditure forecasts that global advertising spend will grow by +4.0% in 2015 to US $529billion, while ad spends in 2016 is predicted to grow by +4.7%, accounting for an additional US$25billion in spending
Marketers will increase their Mobile and Online Video advertising spends especially across social media, with +51.2% and +22% year-on-year growth expected this year.Programmatic buying is also experiencing rapid growth at a rate of +20% each year.
 |
| GLOBAL ADVERTISING YEAR ON YEAR GROWTH : 2015 VS 2016 |
Western Europe remains stable with consistent year-on-year growth at +2.6% in 2015 and +2.9% in 2016 driven by positive momentum in the UK and Spain.
The online & digital media, share of 2015 advertising spends was 24.3% which will increase to 26.5% in 2016..Digital continues to be the only channel which is seeing double digital growth, predicted at +15.7% in 2015 and +14.3% in 2016
- Across 10 of the markets analysed, including the UK, Ireland, Canada and Australia, Digital is now the principle media used based on spend, with the US market predicted to join this list in 2018 when digital advertising spend is forecast to overtake TV advertising by more than US $4billion.
- The positive momentum of advertising spends is expected to continue across the world at the
- Western Europe at +2.6%,
- North America +4.2%
- Asia Pacific at +4,1%
- Latin America +12.7%
