Marketing intelligence service Warc has downgraded its predicted ad spend growth in 2015 to 4.8% from 5.5%, a number which the firm reported in June.
According to its latest International Ad Forecast, if inflation is taken into account, global ad spend in real terms is expected to rise by 2.4% next year, following growth of 3.1% this year. The Australian market has experienced a -0.1% percentage point change since the June prediction. -1.0
Warc attribute the dip to the fact that there will be no notable events globally in 2015, such as the FIFA World Cup and the Winter Olympics, which 2014 experienced.
Consequently, the 2015 outlook for all of the key markets – with the exception of India and the UK – has been downgraded from June.
In its latest report, Warc highlighted that the shift away from traditional channels continues, with internet tipped to account for a third of global ad spend in the year to come.
The numbers show that by contrast, spend across print media has more than halved since 2006. Only TV has remained strong over the decade for traditional media, and is set to remain the largest adspend channel in 2015, taking a global share of 37.1%, up from 35.7% in 2006.
Suzy Young, data and journals director at Warc said: “The outlook for ad spend is mixed in 2015, with some markets predicted to see significant growth – while growth in others remains muted.
“Most advertising dollars will still be spent in mature markets – high annual growth rates in emerging markets notwithstanding. For example, while the Indian ad market is expected to grow rapidly, at an estimated US6.2 billion it will still only achieve a 1.5% market share.”