This week, big ad agencies announced predictions for their 2015 spending and marketing research firms released forecasts for ad spending. All this new information shows the way companies spend their ad dollars is changing. More money is going digital advertising, and the rest of the world is catching up to U.S. companies’ ad spends.
Read on to find out what to expect from ad spending in 2015 and beyond.
- CMO Council, Nielsen Find Marketers Love Digital, Want ROI. MarketingDaily: “Now ‘rich media’ is as redundant as ‘smartphones.’ Chief marketers get it, and are spending more on it. The CMO Council’s latest take on where digital dollars are going shows big increases in digital branding versus direct marketing. Their survey — with Nielsen assisting, of 546 senior marketers, 661 agency executives and 377 publishing representatives in April through July this year — finds that marketers are running 33% more digital ad campaigns than direct response and that overall, marketers are doing 19% more digital ad campaigns this year versus last.”
- Ad Companies Slightly Lower 2015 Global Ad Forecasts. The Wall Street Journal: “Three big ad companies made slight downwards revisions to their 2015 forecasts for global ad spending, as markets in Eastern Europe and the core Eurozone countries remain weak and as ad revenues in the U.S. grow slower than previously expected. In revised forecasts released Monday, WPP’s media-buying agency GroupM, Publicis Groupe SA’s ZenithOptimedia and Interpublic’s MagnaGlobal each projected that the global advertising market will increase roughly 5% in 2015, fueled by growth in digital advertising, particularly in mobile.”
- Digital Advertising Spending to Catch Up With TV by 2019. Bloomberg: “Global spending on digital advertising is forecast to increase 15 percent next year, buoyed by mobile and social media campaigns, and is projected to equal outlays for television by 2019. Digital expenditures in 2015 will reach $163 billion, or 30 percent of total ad spending, according to Magna Global, a media research unit of Interpublic Group of Cos. In four years, digital will account for 38 percent of global ad outlays, a proportion as large as TV, which has held the biggest share of spending for more than a decade.”
- U.S. Share Of Global Ad Spend Falls To Less Than A Third. MediaDailyNews: “On the heels of this week’s big agency forecast updates, ad market tracker and aggregator eMarketer released a new interactive guide to the global ad marketplace consensus. The U.S. has fallen to less than a third of the worldwide ad market, but represents a critical mass of digital media, especially mobile. The interactive guide, which enables users to select and view shares by year (through 2018), by market (22 countries), and by total, “digital” and mobile, indicates the U.S. has fallen to a 32.2% share of total ad spending in 2014, but represents 46.8% of mobile Internet advertising.”
- TV Ad Spending Falls. TV Week: “On the heels of news earlier this week that traditional TV viewing slipped in the third quarter, new figures show that ad spending on TV was down in October. B&C reports that ad spending on TV dropped 9 percent in October from the year-earlier period, according to the Standard Media Index. The broadcast networks were off 9 percent, and cable was down 7 percent, the report notes.”
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