Global media agency Carat has released its predictions for what’s going to happen in the ad market next year, with Australia predicting an increase 2.4 per cent to reach $13.6 billion.
The forecast previously was pinned at just 1 per cent, however with economic conditions in Australia showing improvement, Carat rearranged the numbers from its March release to now 2.4 per cent in September.
Commenting locally on the Carat Advertising Expenditure forecast, Simon Ryan, CEO Carat Aus & NZ, said: “For the Australian Market, it is encouraging to see a return to positive growth this year with a 2.4 per cent increase to reach AUD $13.6billion and a further expansion in 2016 at +2.8 per cent.
“There is a clear and absolute focus that digital media is driving growth as its share of total advertising spends continues to inflate year on year and digital is now the leading media in Australia. Digital display is the rising star driven substantially by online video, programmatic and mobile. With cross-device measurement tools becoming more sophisticated and access to premium content increasingly available, greater investments from linear TV budgets are being allocated to digital screens.
“We are experiencing a significant change in market sentiment and consumer confidence which started in the first 8 months of 2015 and is expected to be in play well into 2016. This will be further accelerated by spending on elections for Federal Government, Australian Capital Territory and Northern Territory and the Rio Olympic Games in August 2016.
“Significant and major new product launches led by leading advertising categories including Automotive, Retail, Banking and Telecommunications will also see continued growth in the Australian advertising market in 2016, all driving growth of around est. 2.8 per cent on annual spend.”
When it comes to the global media spends and where brands are putting their money, Carat predicts declines in newspapers and magazines (on trend from its prediction this time last year), with rises in all other markets, at the current prices.
Predictably digital had the biggest forecast, with 2016 predicted to see an increase of 14.3 per cent.
Looking at the global percentage share of advertising spend, television continues to dominate around the world with a 41.3 per cent predicted share, and digital seeing the second highest with 26.5 per cent.
Carat’s global chief strategy officer, Sanjay Nazerali, said: “Digital continues to grow but at a more moderate pace. This explains the slight decline in digital prices, as marketers have moved from an ‘experimental’ to a more established use of digital.”
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]