Global Advertising Expenditure Forecast: The Mobile Future
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Transcript of Global Advertising Expenditure Forecast: The Mobile Future
GLOBAL ADSPEND FORECAST:
THE MOBILE FUTURE
STEVE KING, CEO, WORLDWIDE
NEW OPTIMISM IN THE GLOBAL AD MARKET
GREAT RECESSION IS OVER
EUROZONE RETURNS
TO GROWTH
MOBILE IS TRANSFORMING THE AD MARKET
THE THREE DRIVERS OF ADSPEND GROWTH
GDPCORPORATEPROFITABILIT
Y
CONSUMER CONFIDENCE
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
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2005
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2008
2009
2010
2011
2012
2013
0.0
2.0
4.0
6.0
8.0
10.0
12.0
CORPORATE PROFITS ARE AT RECORD LEVELS
Source: Federal Reserve Economic Data
4. CONSUMER CONFIDENCEGLOBAL CONSUMER CONFIDENCE IS RISING
Source: Nielsen’s Global Survey of Consumer Confidence and Spending Intentions
GLOBAL
9589
ALL REGIONS NOW ENJOYING ECONOMIC GROWTH
Source: International Monetary Fund
GLOBAL ADSPEND TO STRENGTHEN STEADILY
Source: ZenithOptimedia
THE THREE SPEEDS OF ADSPEND GROWTH
Source: ZenithOptimedia
YOUTHFUL MARKETS NOW OUTPACING THE BRICS
Source: ZenithOptimedia
Newspapers Magazines Cinema Radio Outdoor Desktop Television Mobile$0
$50,000
$100,000
$150,000
$200,000
$250,000
MOBILE IS NOW THE MAIN DRIVER OF GLOBAL AD GROWTH
- $3,394m
- $1,584m+$753m
+ $2,713m+ $5,258m
+ $24,859m
+ $31,092m
+ $31,585m
m
m
m
m
m
m
Source: ZenithOptimedia
THE MOBILE ADVERTISING REVOLUTION
MOBILE IS DRIVING OWNED MEDIA
MOBILE IS THE KEY PLATFORM FOR EMERGING MARKETS
Source: Gartner
THE RISE OF THE MOBILE CONSUMER
LIVING IN THE MOBILE OF EVERYTHING
MOBILE AT THE CENTRE OF THE SHOPPING EXPERIENCE
SUMMARY
Ad market driven
by:
- record corporate
profits
- GDP growth in
every region
- rising consumer
confidence
BRICs are slowing
Youthful markets
are growing
Mobile is the main driver of
adspend
The Mobile of Everything