2018全球广告支出预测报告（英文版）-4mb

Global Ad Spend Forecasts Summary (June 2018)

Core Content Overview

The Dentsu Aegis Ad Spend Forecasts for June 2018 indicate a modest recovery in global advertising spend, with growth accelerating from 3.3% in 2017 to 3.9% in 2018, totaling $613.5 billion. The outlook for 2019 remains consistent with 2018, at 3.8% growth, despite the absence of major events that typically drive ad spend.

Main Growth Drivers

• Digital Media: Digital ad spend is expected to grow at 12.6% in 2018, over three times the growth rate of all media. It is forecast to overtake TV for the first time in 2018, accounting for 38.4% of total ad spend, compared to TV’s 35.5%.
• Video and Mobile: Video (24.6%), Mobile (23.3%), and Social Media (21.6%) are the top growth areas within digital in 2018.
• Mobile Ad Spend: Mobile ad spend is projected to represent 25.2% of global ad spend in 2018, exceeding the previous prediction of 24.8%.

Key Market Insights

United States

• US ad spend is forecast to grow by 3.4% in 2018, reaching $217.3 billion.
• The Winter Olympics contributed around $1.6 billion in ad spend.
• Paid search is expected to grow by 13.5% in 2018, with in-app advertising accounting for 80% of mobile ad spend.
• US ad spend is projected to grow by 3.1% in 2019.

China

• China's ad market is predicted to grow by 6.5% in 2018, reaching RMB 630 billion, or 16.2% of global ad investment.
• Digital spend accounts for 60% of China's ad spend, with a projected 14.8% growth in 2018.
• E-commerce is expected to make up 40.5% of total digital spend in 2019.

United Kingdom

• UK ad spend is forecast to grow by 4.2% in 2018, reaching £20.4 billion.
• TV, Print, and Radio revenues are all up compared to turn-of-the-year forecasts.
• Digital will account for 62% of total ad spend by 2019.

Media Trends

Programmatic Advertising

• Programmatic ad spend is expected to grow by 23.2% in 2018 and 19.1% in 2019.
• It provides advertisers with the opportunity to reach valuable audiences at scale.

Traditional Media

• Traditional media spend is forecast to decline by -0.5% in 2018 and -0.4% in 2019.
• Print spend (Newspapers and Magazines) continues to decline, with rates of decline expected to slow.
• Newspaper spend is projected to fall to 8.1% in 2018 and 7.2% in 2019.
• Magazines are expected to see a decline of -6.5% in 2018 and -6.4% in 2019.

Out-of-Home (OOH)

• OOH is forecast to grow by 2.2% in 2018 and 2.1% in 2019.
• It will represent 6% of total global ad spend in 2018.

Radio

• Radio ad spend is forecast to grow by 2.0% in 2018 and 1.2% in 2019.
• It will account for 6% of total global ad spend in 2018.

Cinema

• Cinema ad spend remains at 0.6% of total global spend but is expected to grow by 5.9% in 2018 and 5.2% in 2019.
• The rise of on-demand screening is changing how audiences engage with cinema.

Conclusion

The global advertising market is undergoing a significant transformation, with digital media leading the charge. While traditional media continues to face challenges, the shift towards digital, mobile, and video platforms is driving growth and changing the media landscape. The US and China are key contributors to this growth, with digital and e-commerce playing a pivotal role. The rise of programmatic buying and new technologies such as Addressable TV and Connected TV are also shaping the future of advertising.