India’s advertising market is expected to grow by 13 per cent in 2016, and China’s by 6.9 per cent, according to ad intelligence group Warc.
India and China are the fastest risers of a study of 12 of the world’s major ad markets, although both markets are susceptible to inflation, the report highlighted. Australia’s ad market is expected to grow by 2.7 per cent next year.
Globally, ad spend is predicted to grow by 4.4 per cent – double the rate seen last year – boosted by an Olympics and US presidential elections.
The internet is now the largest advertising medium among the markets measured, which make up two thirds of global spend.
Web spend rose 17.4 per cent this year, and will grow by 12.2 per cent in 2016, according to Warc.
Spend on TV is estimated to have fallen by 2.5 per cent this year across the key markets, but will rebound and grow by 2.9 per cent in 2016.
James McDonald, data analyst at Warc, commented: “The stimuli of major sporting and political events underpin our 4.4% growth forecast for global adspend next year. Digital growth is expected to remain in the double-digits, and ad tech is evolving rapidly.
“Programmatic trading is becoming commonplace, galvanising spend on so called traditional media such as outdoor, radio and indeed TV. More is being spent to engage with the ‘always on’ consumer, and this has led to internet becoming the largest ad medium among our 12 major markets,” he said.
