The share of mobile devices (smartphones and tablets) in the global advertising market will reach 12.4 percent next year., And logs 11.9 percent. The segment of mobile advertising will increase in 2016 by 38 per cent., To 71 billion dollars. Net and will continue to be the driving force behind growth of the entire advertising market. As much as 83 percent. New funds invested in advertising during the years 2014-17 will constitute budgets mobile advertising.
Global Internet advertising expenditure on stationary equipment will continue to grow, although this year for the first time will reduce their share in the total advertising expenditure – fall from last year’s level of 19.8 percent. to 19.4 per cent. Also in 2017, analysts ZenithOptimedia forecast a slight decline to 19.1 per cent. At the same time it will continue to grow share in global mobile advertising spending – from 5.7 percent. in 2014 to a projected 15 percent. in 2017.
It will make two years’ total share of ad spending online (desktop and mobile devices) will be 34 percent. and will be slightly lower than that of television (35.9 percent.). At the current rate of growth will become more internet advertising medium than television in 2018 – analysts believe ZenithOptimedia.
– Mobile devices have not yet reached such a position in Poland as the global advertising market. Still, significantly increasing their share, and the main driving force behind this growth are international players like Google and Facebook, who have a good use of the potential of hits mobile – says Marta Zielonka manager. Buy media ZenithOptimedia Group.
Growing Polish advertising market
According to analysts, ZenithOptimedia, the total value of net advertising expenditure in Poland this year will be 2.4 percent. higher compared to last year and will amount to 6.7 billion zł. According to analysts ZenithOptimedia, spending on television advertising will grow this year by 2.6 percent.
After the start of the autumn programming schedules shares of the major broadcast networks they grow again. In early September, the share of major antennas audience rose to 43 per cent., Or about 6 points. percent. to the level recorded during the summer months – says Marcin Butcher, manager. purchase of television media in ZenithOptimedia Group.
Spending on online advertising will increase in 2015 by more than 10 percent. In this year, compared with last year, advertising spending in magazines will fall by 15 per cent., And newspaper advertising by 19.6 percent. Advertising budgets on the radio will be higher than last year by 3.2 percent and 1.1 percent cinemas. Slightly lower than in 2014 because only 0.7 per cent., Will be this year’s spending on outdoor advertising.
higher increase in the world
Global net advertising spending in 2015 will increase by 4 per cent., and their total value at the end of the year will amount to 554 billion dollars. In 2016,. The global advertising market will record higher growth – about 5 per cent., Through more active advertisers in connection with the summer Olympic Games in Rio de Janeiro and the US presidential election.
Analysts ZenithOptimedia expects that the This year, mature markets (North America, Western Europe and Japan) will have a greater share in the growth of the global ad market than the emerging markets (all others). This will happen for the first time since 2006.
Huge declines in the Chinese stock market is not significantly impact on the local advertising market, but releasing economy and concerns about the possibility of its future growth meant that advertisers slightly limited their budgets. According to ZenithOptimedia forecasts, the growth rate of the Chinese ad market declined from 10.5 percent. in 2014 to 7.8 per cent. in 2015. Still, the Chinese market is growing two times faster than global, which puts China on the 13th of the list of the fastest growing advertising markets.
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