World Internet Advertising Market
The global advertising market can expect steady growth up to 2019. According to ZenithOptimedia, expenditure will increase by 3.9 per cent in 2015, 4.7 per cent in 2016, 4.3 per cent in 2017, 4.2 per cent in 2018. Another advertising group - GroupM expects growth to be 3.4% (2015) and 4.5% (2016). Both studies studied the AdAge.
As early as next year, spending on copper and marketing will approach one trillion dollars. If this year ' s advertising market is $924 billion, it will reach 965 billion next year.
Most of the costs will have to be for copper (54 per cent), the rest for marketing services. The GroupM notes that the largest media will be television, which will attract 22.6 per cent of the media budgets. It is followed by digitals of 15 per cent, newspapers of 6 per cent, magazines of 4.2 per cent, external advertising of 3.2 per cent, radios of 2.4 per cent and films of 0.1 per cent.
Marketing services run direct marketing, advertisers spend one third of the budgets. In the second place, with a large impact, sponsorship (6.2 per cent), in the third, market research (4.8 per cent), in the fourth to PR (1.3 per cent).
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ZenithOptimedia ' s media network estimates a $158 billion global Internet relay market, doubled from 2011. The share of digital media will continue to increase from 29 per cent in 2015 to 36.6 per cent in 2018.
Previously, AdAge estimated that in the past year, the cost of media measurement was reduced by 2.1 per cent. This is the weakest result since the last recession, the global financial crisis of 2008-2009.
We will recall that in September ZenithOptimedia improved the forecast for the Russian commercial market for 2015: minus 14.6 per cent instead of minus 17%. In 2016, the agency even expects a small growth of 0.7 per cent of the domestic market.
Thus, in implementing projections for the following year and maintaining the current rouble rate for major world currencies, Russia ' s share in the global advertising market ♪ up to 0.5 per cent.
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