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Advertising Industry: Difference between revisions
→Zenith Forecast
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=== Zenith Forecast === | === Zenith Forecast === | ||
==== December 2023 ==== | |||
Zenith’s latest ''Advertising Expenditure Forecasts'' reports continued resilience and forecasts 5.3% global advertising growth for 2023, which is above initial expectations given a healthier than expected Q3 for major digital advertisers.<ref>https://www.zenithmedia.com/zenith-forecasts-4-8-growth-for-2024-marking-continued-adspend-acceleration-into-2025-and-beyond/</ref> | |||
* Global adspend growth is expected at 4.8% in 2024, excluding U.S. political spending*, aided by events such as the Olympics as well as a combination of continued advertiser spending in support of their brands and the positive impact of Chinese brands fueling growth. | |||
* The Americas are expected to continue as the fastest-growing region with 5.7% advertising growth in 2024. Europe continues to contribute meaningful growth (4.5%) due in part to online spending, while Asia-Pac (3.8%) remains impacted by China’s slower-than-expected recovery. | |||
* Adspend momentum remains steadily on an upward trajectory in large part due to the strong adoption of online propositions such as retail media and social media. Online continues to lead as the fastest-growing category, accounting for 59% of overall spending in 2024 and expected to increase to 61% in 2026, with a CAGR of 4.6%. | |||
==== June 2022 ==== | ==== June 2022 ==== | ||