The growing importance of digital to the global advertising industry is reflected in the latest ad forecast compiled by Carat, which predicts that digital spend will account for 25 per cent if the sector in 2016 courtesy of a surge in mobile.
Digital has been given a further fillip with all global markets ring-fencing digital media spending, even in the teeth of economic headwinds, with the biggest rise to be found in Asia Pacific following the election of India’s BJP party fuelling double digit growth of 11 per cent this year.
In China growth is set to remain steady at 7.9 per cent.
Commenting on the Global Ad Spend report Nick Waters, Dentsu Aegis Network Asia Pacific, said: “A fully convergent and digital advertising landscape is rapidly becoming a reality, with a predicted 20.1 per cent growth in digital advertising spend this year in Asia Pacific – the most of any region globally. Asian markets are leading the adoption of internet related platforms and technologies, and this uptake will drive a boom in mobile commerce in the region this year.
“Online video demonstrates strong growth with more need for original ‘made for digital’ content. Those who understand and are able to support clients in their growing need for convergent communications solutions will benefit this year.”
Many developed world markets such as the US have already passed the 25 per cent threshold.
