Dentsu Aegis Network latest biannual forecasts point to a more positive 2018 for global advertising expenditure than previously expected. Ad-spend growth will rise from 3.3% in 2017 to hit 3.9% in 2018 - higher than the 3.6% forecast in January 2019 and taking total investment to US$613.5bn. Global events such as the Winter Olympics & Paralympics, the FIFA World Cup in Russia and US mid-term elections will play an important role in stimulating growth.
Commenting on the latest forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said:
“In the context of synchronised economic growth across the US, Europe and Asia, these figures point to a more positive outlook today than at the beginning of the year and represent a modest but encouraging source of optimism. We are seeing upward revisions in most key markets, with emerging economies such as India showing high rates of growth. The US economy is growing strongly as economic stimulation and tax cuts filter through. Spend in China continues to grow at pace, though driven almost entirely by the ecommerce platforms, Alibaba, Tencent and Baidu.”