Zenith-2018奢侈品广告支出预测（英文版）-2018-56页-4mb

Luxury Advertising Expenditure Forecasts Summary (2018)

Core Content

This report, published by Publicis Media, provides forecasts and analysis of luxury advertising expenditure across 23 global markets. It highlights the increasing importance of digital advertising in the luxury sector and introduces the new category of luxury hospitality. The data is reported in US dollars, based on 2016 exchange rates, and covers the period from 2017 to 2019.

Main Points

• Global Growth: The luxury ad market showed positive growth in 2016 with a 1.1% increase, which was higher than the expected 0.5% decline. In 2017, it grew by 0.7%, and is projected to grow by 2.4% in 2018 and 2.8% in 2019.
• Digital Dominance: Digital advertising is the sole driver of luxury ad growth. It is forecasted to grow at an average rate of 11.7% annually from 2017 to 2019, while traditional media like print and television are expected to decline.
• Market Share by Region: North America, Western Europe, and APAC are the largest contributors to luxury ad growth in dollar terms, with China and the USA alone accounting for 75% of the growth in 2019.
• Sub-Sector Breakdown: The luxury sector is divided into five sub-sectors: luxury fashion & accessories, watches & jewellery, fragrances & beauty, luxury automobiles, and luxury hospitality. The latter is a new addition to the report.
• Digital Advertising by Sub-Sector:
  • Hospitality: Highest proportion of digital spend (46% in 2017, expected to reach 53% in 2019).
  • Automobiles: Second highest, with 37% of ad spend in 2017, expected to increase to 41% in 2019.
  • Watches & Jewellery: 26% in 2017, expected to reach 31% in 2019.
  • Fragrances & Beauty: 22% in 2017, expected to rise to 32% in 2019.
  • Fashion & Accessories: Lowest digital share, at 12% in 2017, expected to rise to 15% in 2019.
• Digital Growth by Country:
  • China: The most digital market, with 53.3% of ad spend in 2017 and expected to reach 68% in 2019.
  • Netherlands: Second, with 46.0% in 2017, expected to reach 51.6% in 2019.
  • Germany: 37.4% in 2017, expected to reach 42.7% in 2019.
  • United Kingdom: 36.0% in 2017, expected to reach 39.9% in 2019.
  • Hong Kong: 31.1% in 2017, expected to reach 38.6% in 2019.
• Digital Spend by Media:
  • Display, Search, Video, and All Other Digital are the main categories, with digital ad spend projected to increase significantly.
• High vs. Broad Luxury:
  • High luxury: More exclusive and iconic brands, with a strong focus on traditional media like magazines.
  • Broad luxury: Targets a wider audience, with a greater focus on digital and television.
  • High luxury accounted for 24% of total ad spend in 2017, while broad luxury accounted for 76%.
• China's Role:
  • China is a key market, with a growing appetite for digital advertising and e-commerce.
  • Chinese consumers spent $27.6 billion on luxuries in 2016, with a 10.4% increase compared to 2014.
  • The average age of luxury consumers is decreasing, with 47% of Chinese millennials interested in purchasing luxury items.
  • Luxury brands are becoming more accessible to the general public through entry-level products and e-commerce partnerships.
  • E-commerce accounts for 9% of total luxury sales and is expected to grow significantly.
• Trends:
  • Luxury hospitality is a new sub-sector with a high digital share.
  • The report includes detailed regional summaries and top 12 market analyses, highlighting the key markets such as China, France, Germany, etc.
  • There are specific limitations on digital data availability in certain regions, which are noted in the report.

Key Information

• Digital adspend is projected to grow at an average of 11.7% annually from 2017 to 2019, while print and television are expected to decline.
• China is expected to be the largest contributor to luxury ad spend growth, with digital media dominating.
• Luxury hospitality is a new segment with strong digital presence.
• High luxury brands still rely heavily on magazines, but are shifting budgets to digital media.
• Broad luxury brands are increasingly moving their ad spend to digital and television.
• E-commerce is becoming a major channel for luxury advertising, especially in China.
• Regional Growth:
  • North America and Western Europe are the largest markets.
  • APAC is also a significant contributor, with China and the USA accounting for 75% of the growth in 2019.
• Market Recovery:
  • France is recovering from the effects of terrorism and political instability, with improved economic conditions and a predicted 3% sales increase in 2018.
• Data Limitations:
  • Some countries have limited or no digital data available, affecting the comprehensiveness of the report.

Summary Table

Conclusion

The 2018 edition of Publicis Media's Luxury Advertising Expenditure Forecasts underscores the transformative role of digital advertising in the luxury sector. As traditional media declines, digital channels are becoming the primary medium for luxury brands, especially in markets like China and the Netherlands. The report also highlights the growing importance of the luxury hospitality segment and the evolving preferences of younger consumers, particularly in China. Overall, the luxury ad market is expected to continue its growth trajectory, driven by digital innovation and changing consumer behavior.