Global Ad Market To Grow By 6% On The Back Of Social (& It’s Good News For TV, Too)

Global Ad Market To Grow By 6% On The Back Of Social (& It’s Good News For TV, Too)
SHARE
THIS


What best describes you?

The global ad market looks in reasonably rude health, driven on the back of investment into social media, a report by UK market research firm Technavio has found.

The study titled Global Advertising Market 2016-2020 found that the global ad market will grow by six per cent to 2020.

The report noted: “Social media advertising is on the rise, making it mandatory for major vendors to have a significant online presence. Engaging the customers and measuring the performance of an ad is easy on social media.”

Television

It was good news for TV spends, too. The report found that the global TV advertising market is expected to reach $US281 billion by 2020 and would grow by four per cent to 2020. TV advertising would remain the largest segment of the global ad spending market. TV is “the most viewed, influential, and favoured advertising media in the world,” the report noted.  “TV advertising reaches mass audiences, and thus will continue to be the dominant advertising segment, despite the growing popularity of digital platforms.”

Digital

In the digital space, the report predicted that the sector would grow a staggering 11 per cent to 2020. It would be worth $US280 billion in that time, almost the exact same that will be spent on TV.

Technavio’s lead analyst,Ujjwal Doshi, said: “Digital advertising campaigns also help to acquire new clients and customers. Posts and updates from companies on social media provide them with business insights and the latest news on product launches. Digital platforms like social media are, thus, rapidly becoming important venues for effectively engaging with the target audience.”

Print

And if print was looking for any good news the report didn’t offer much. As of 2015, print represented 21 per cent of all ad spends and would struggle to grow at one per cent by 2020. “Advertising in newspapers and magazines require large investment of time, personnel, and money. The cost of a print ad can be significantly reduced if the same content is used in multiple advertising mediums,” the report noted.

Out of home

According to the report, OOH advertising is expected to exceed $US 48 billion by 2020 and grow at four per cent. OOH’s success was due to its transformation to digital platforms. “In the last 10 years, the medium has become more flexible with technological advances such as increasing adoption of digital outdoor advertising with the ability to interact and engage with customers,” the report noted.

“Among all the different types of advertising, OOH is the only medium which has complete reach over the target audience. With an increasing number of people spending more time out of their homes, OOH media delivers the brand’s message continually across consumers of various demographics in their daily routine.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]