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Advertising 2011
Global ad spending will grow around 5% in 2011. Spending will increase 4.6 percent in 2011 according to ZenithOptimedia. Followed by growth of 5.2 percent in 2012 and 2013. Worldwide ad spending will total $449.7 billion this year.With ad spending growth of 51 percent projected for the next two years, China will overtake Germany as the third-largest ad market in 2011, ZenithOptimedia said. Asia Pacific spending will rise 23 percent, the company said. Expenditures in Latin America are projected to grow 26 percent from 2010 to 2013, while North America will increase 9 percent and Japan 5 percent during the same period, according to ZenithOptimedia. Spending in central and Eastern Europe will increase 31 percent. Magna, which tracks ad sales, projects 5.4 percent growth in 2011 ( Bloomberg , December 2010). Ad Age (12/20/2010) reported that US ad spending is predicted to increase 2.8% in 2011.
Carat is predicting a 3.9% rise in global ad spend for 2010 and a 4.7% rise for 2011.... Online and TV are expected to be the biggest growth areas globally, followed by radio, outdoor and cinema, while magazines are expected to return to growth from 2011. However, newspapers ad sales will continue to fall. This year online ad spend generated 11.3% of the global media ad market, and Carat predicts this to increase to 12.1% in 2011. Online media is expected to increase by 13.5%, with further rises in spend forecast. In the US, the digital market, particularly search, is generating 10.3% of total media spend, and Carat forecasts growth of 1.1% in 2010, with moderate continued growth in 2011 of 1.7%. (August 27, 2010)" Data from Aegis Carat Press Release August 27, 2010
Figures in brackets show our previous forecasts from Mar 2010
Interactive Advertising Bureau (IAB) April 2011
Barclay's 2011 estimates for advertising in the USA: US ad spend will reach $188Billion Total television up 9.5% Network TV up 9.4% Cable up 9.5% Local TV broadcast up 10.1% Online up 12.6% Outdoor up 5% Local and national radio up 1.5% Newspapers down 2.8%
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Google/Double Click Ad Planner 1000
Here are the top 20 websites for advertising from Google/Double Click in July 2010:
Adapted from Ad Week June 24, 2010 WPP's M Group predicts: Global ad spending forecast for 2010 will be $451 billion, up 3.5 percent compared to 2009. U.S. ad spending is expected to decline 1.3 percent in 2010 to $145 billion "The U.S media marketplace clearly bottomed out earlier this year and we expect moderate growth in 2011 consistent with [gross domestic product] improvement," said Rino Scanzoni , chief investment officer at GroupM. "Television and online spending will outpace other media as they lead with return on investment metrics." As anticipated, countries in the so-called BRIIC nations (Brazil, Russia, India, Indonesia and China) contribute significant growth to the new global forecast, GroupM said. "China remains the world's biggest contributor to ad growth in 2010, accounting for one in three of all net new ad dollars we expect this year, and one in five as the rest of the world catches up in 2011," said GroupM Futures director Adam Smith. |
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Adapted from Media Buyer Planner April 6, 2010 ZenithOptimedia said (via Reuters). Global ad spending will grow 4.1% in 2011 and 5.3% in 2010. Developed markets will decline 0.8% this year but will return to growth in 2011 at a rate of 1.8%. Spending in the U.S. will fall 2%, up from the 12.9% drop the U.S. saw in 2009. By Medium —TV is expected to grow by 4.3% By Region —North America is expected to be down 1.5% this year, with the U.S. down 2% Areas of particular strength include television in the U.K., which is expected to grow 16% this quarter (following decreases every quarter since 2005) and Spanish TV. Internet to Increase Share The internet will continue to increase its share, growing from 12.6% of the market in 2009 to 17.1% in 2012. The internet surpassed magazines in terms of market share for the first time in 2009, and will be poised to surpass newspapers in 2010 (via AdAge). TV’s share of the global market will rise from 39.4% in 2009 to 40.6% in 2012.
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Other Trends
Time spent on TV, Internet and Mobile
DoubleClick Benchmarks Report: 2009 Year-in-ReviewPublished in July 2010
Data on impressions served through DoubleClick for Advertisers (DFA) by creative type. Simple flash is the dominant ad format accounting for close to 70% in the U.S. and 85% in the EMEA region. Static image ads was the next most common format representing 20% of the volume through DFA in the U.S. and 10% in the EMEA region.
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Viral advertising on the Internet is increasing. Going viral occurs when one person watches the video clip and then sends it on to friends. These friends then tell other friends. Here are some of the best examples from Wieden & Kennedy's ad campaign for Old Spice.
Spot Radio is up . Spot radio is local radio. Maybe local retailers are realizing that radio is a good buy with low (CPM) cost per thousand and works well to drive foot traffic to a store.
