2016奢侈品广告支出预测报告（英文版）_49页-3mb

Luxury Advertising Expenditure Forecasts 2016 Summary

Core Content

This report provides a detailed analysis of luxury advertising expenditure trends across 18 global markets, with a focus on the growth of adspend in the luxury sector from 2012 to 2017. It highlights the shift in media consumption, the role of digital in driving growth, and the performance of different luxury subcategories.

Main Points

• Overall Growth: After a disappointing year in 2015, luxury adspend is expected to accelerate in 2016 and 2017, with an average annual growth rate of 3.6% between 2015 and 2017.
• Key Markets: The United States and China are the main drivers of luxury adspend growth. The U.S. remains the largest market, with China following closely.
• Digital Growth: Digital advertising accounts for almost all the increase in luxury adspend between 2015 and 2017, representing 97% of total growth. Digital is expected to become the dominant medium in 2017, capturing 32.1% of total luxury adspend.
• Regional Trends:
  • North America: Expected to grow at an average of 3.6% per year.
  • Europe: Will experience annual growth of 1.8% by 2017.
  • Asia: Experiences rapid growth, particularly in fast-track markets like China.
  • Latin America and Russia: Both show significant growth potential, especially in digital advertising.
• Subcategory Analysis:
  • High Luxury: Includes fashion & accessories and watches & jewellery. These subcategories are more reliant on traditional media like print and TV.
  • Broad Luxury: Includes automotive and fragrances & beauty. These subcategories are more digital-oriented, with digital contributing significantly to their adspend.
• Market Share by Medium:
  • High Luxury: Print remains the dominant medium, accounting for 71% of adspend in 2015.
  • Broad Luxury: TV and digital dominate, with digital expected to surpass both in 2017.
• Country-Specific Insights:
  • China leads in digital adspend, with a digital share of 44.7% in 2015, projected to increase to 57.1% in 2017.
  • USA is the largest market in 2015, with a digital share of 27.0%, expected to rise to 31.8% in 2017.
  • Digital Expenditure: Digital adspend is expected to grow by US$838 million between 2015 and 2017, driven by increasing adoption in the luxury sector.

Key Information

• Methodology: The report surveyed 18 countries, including the 11 largest markets where more than US$100 million is spent on luxury advertising.
• Currency Conversion: Local currency figures were converted to US dollars using the average exchange rates for 2015.
• Regional Classification:
  • Mature Markets: USA, Europe, and Advanced Asia.
  • Rising Markets: Fast Track Asia, Latin America, and Russia.
• Digital Trends:
  • Digital advertising is expected to grow at a faster rate than other media, with the highest growth in China.
  • Digital's share of adspend in the luxury sector is expected to surpass TV and print by 2017.
• Subcategory Digital Share:
  • Luxury Automotive: Digital share increased from 27% in 2015 to 30% in 2017.
  • Fragrances & Beauty: Digital share rose from 8% in 2012 to 21% in 2017.
  • Fashion & Accessories: Digital share increased from 6% in 2012 to 10% in 2017.
  • Watches & Jewellery: Digital share increased from 15% in 2012 to 30% in 2017.

Conclusion

The luxury advertising sector is undergoing significant transformation, with digital advertising becoming the primary medium for growth. While high luxury brands still rely heavily on print, broad luxury brands are increasingly adopting digital strategies. The United States and China are the leading markets, with digital adspend growing rapidly in both. The report emphasizes the importance of understanding these trends to effectively navigate the evolving luxury advertising landscape.