India: this year +16.3%, Next Year +18.4% . That figure, however, does show slightly sluggish growth compared to the group’s midyear predictions of 4 and 4.8 percent, respectively.
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“Facebook is addressable and targeted at scale with requisite tools and automation that make it easy for advertisers to understand and use; so it is reaping advertising growth of 50% globally, including Instagram, said Dominic Proctor, global president of GroupM”. Unlike the U.S., where digital has not yet passed television as the largest ad spend format, in Australia digital became the largest part of ad budgets in 2013. However, some overall ad budgets may be shrinking as marketers shift dollars from traditional media to cheaper digital media, and that could be putting pressure on the overall ad market, Mr. Letang added.
With China slowing down slightly, India has become the most dynamic economy among BRICs and among all the large nations monitored by the agency.
Already growing faster than print ad spending, digital advertising is now poised to surpass television ad sales, according to new projections from three big ad companies.
Real GDP grew by 7.3 percent in 2015 and will grow again by 7.5 percent in 2016, according to the International Monetary Fund, with consumer price inflation at around 6 percent per year.
GroupM estimates 2015 worldwide spending on media and marketing will total $924.4 billion.
Digital television and expansion of the measurement panel will allow advertisers to reach more consumers and broadcaster to better monetize their audience in 2016.
“We see that digital’s data and automation capabilities are inspiring the evolution all media – in all markets across the globe – but digital will continue its powerful growth and market share gains”.
According to Magna Global digital spending will reach $160 billion next year.
A forecast from Interpublic’s MAGNA Global sees digital passing TV as the top media ad category in 2017. Newspapers and magazines will be down by 12.9 percent and 13.5 percent this year, while radio will take a 3 percent hit. Ad sales generated from Video and Social increasingly will be through mobile impressions while Desktop in the near future will still be the domain for Search and Display.
Measured-media spending is falling. The boost is likely to come from incremental spending from non-recurring events like the USA presidential and general elections, Summer Olympics, UEFA Football championships and the Pan-America Football tournament.
Digital ad spending growth is being driven by social media and video according to the forecast.
Mobile share continues to increase, and even the APAC market with the least mobile penetration in 2015 (Vietnam: 18 percent) sees almost one fifth of digital budgets shifting to mobile platforms.
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Media owner advertising revenues grew globally by 3.2% in 2015 to $503 billion, lower than the previous forecast (3.9% growth in June 2015) and represents a slowdown compared to growth of 4.9% in 2014.
