Dentsu Aegis Network’s latest Ad Spend Forecasts, based on data received from 59 markets, puts global growth at 3.6 per cent in 2018, up from 3.1 per cent in 2017. Events will play an important role in 2018, with the Winter Olympics & Paralympics, FIFA World Cup in Russia and the US Congressional elections all expected to stimulate ad spend growth.
At a country level, the picture is mixed. For example, while ad spend in the United States, Germany and India will grow faster in 2018 versus 2017, there are signs of a slowdown in the United Kingdom, Russia and China.
Within this context, digital media channels continue to disrupt ad spend in 2018:
Commenting on the forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said: “The latest ad spend forecasts show a market in transformation, but not recession. The challenge for brands is to navigate an uneven economic outlook alongside a rapidly evolving tech & innovation landscape. In many markets, disruptive innovation – from mobile, voice activation and new ad tech players – is still providing new sources of growth and we forecast this trend will continue into 2018. Succeeding in this environment requires global consistency through appropriate platforms and systems, while also the flexibility and agility to work with a wider ecosystem of tech-enabled solutions. It demands a relentless focus on understanding the consumer, using data to reach real people, driving relevance, addressability and business growth.”