Carat confirms the recovery of the global ad market: + 4% in 2015 and 4.7% in 2016
Carat, part of the Dentsu Aegis Network, has downgraded its global ad spend forecasts for 2015. Global adverstising spending is expected to rise by 4.0% in 2015 (vs 4.6% estimated in March 2015). Globally, despite this slight decrease, Carat announces positive outlook for 2015 and 2016 with the exception of Eastern Europe, where Russia should register a decline of -14% in 2015.
Digital media spend is still predicted at double digit growth levels of +15.7% in 2015 and +14.3% in 2016, matching and exceeding previous predictions respectively in the March 2015 report despite the reduction in the overall growth forecasts.
Digital’s strong growth trajectory is driven by Online Video (+22% in 2015), Programmatic and Mobile (+51% in 2015).
Digital share of advertising spend is expected to expand year-on-year to reach 24.3% in 2015, rising further to 26.5% in 2016, exceeding predictions from the March 2015 report. It is already the leading media type in 10 of the 59 markets analysed, including the UK, Ireland, Canada and Australia Digital advertising spend in the UK is forecast to reach a majority share of 51.0% in 2016.
For more information, you can download the report.