Steady recovery in global ad expenditure to continue for at least three years.
SUMMARY
- After the surprisingly strong 4.9% recovery this year, we predict annual growth of between 4.6% and 5.2% for the next three years.
- Global ad expenditure to exceed the 2008 peak in 2012.
- Developing markets to continue to grow much faster than developed markets: developing markets will account for 35.9% of ad expenditure in 2013, up from 31.5% in 2010
- Ad expenditure in newspapers and magazines to fall by 2% between 2010 and 2013. Technology to help television, cinema and outdoor grow ahead of the market, while internet advertising grows three times faster than the market as a whole.
- Display advertising now the fastest-growing internet category, driven by online video and social media.
