ZenithOptimedia has forecast that global advertising expenditure will increase across the board in 2013.

Rising markets

The ROi agency released its findings this week, which predicted global ad spend would grow by 3.9 per cent this year to be worth US $518 billion by the end of 2013.

This growth is being powered both by internet advertising and capital from Rising Markets (ZenithOptima defines Mature Markets as North America, Western Europe and Japan, and Rising Markets as everywhere else.)

Rising Markets are tipped to increase by 8.2 per cent in 2013, ahead of the 1.8 per cent growth expected for Mature Markets.

ZenithOptima explains the eurozone crisis is largely to blame for the decline in ad spend across Mature Markets, though it expects this sector to grow by 3.5 per cent by 2015.

Internet ads powering growth

Internet advertising is the second factor behind the spending growth spurt. Display is the fastest growing medium in online advertising, with an annual growth of 20 per cent.

This growth is attributed to online video and social media advertising, which have both grown by 30 per cent year on year.

Paid search is also rising and predicted to grow by 13 per cent in 2015, as search engines increase the sophistication and interaction of their ad offerings.

Not much fit to print

ZenithOptima forecasts internet ads will increase 14.4 per cent in 2013, with this growth coming at the expense of print media. Internet advertising is slated to increase its market share from 18 per cent in 2012 to 23.4 per cent in 2015, with newspaper and magazine ad spends shrinking at an average of 1 per cent – 2 per cent a year.

By 2015 ZenithOptima predicts online ad spend will overtake print.

Global shuffle

ZenithOptima also sees a change in the top 10 advertising markets over the next three years. The agency predicts the USA, Japan, China and Germany will retain their top four status, while the UK, France and Canada will slip.

Australia and South Korea are tipped to remain stable in eighth and tenth positions respectively.

To learn more visit zenithoptimedia.com.

Check out SMK’s upcoming industry leading training courses in: Melbourne, Sydney, Brisbane, Perth, Canberra, Auckland, Adelaide and Wellington.

Also, browse through hundreds of online social media video tutorials on eSMK Facebook, Twitter, LinkedIn, YouTube and more!!