What are the advertising market forecasts for 2019?
28 May 2019
Warc by Ascential, a marketing research and market research firm, has analyzed the advertising market outlook for 2019.
After the first quarter of 2019, the global advertising market appears to be developing well, albeit slightly lower than in 2018. Indeed, it is expected to grow by 4.3% by the end of the year and to reach US$616 billion, compared to 5.4% in 2018.
Following a thorough analysis of the advertising world, the essential points to remember concern the evolution of advertising in these different formats. Internet, traditional billposting, digital signage, what are the forecast figures for 2019?
The power of the internet
Internet is driving the global growth of advertising. In fact, its advertising spending is expected to increase by 12.1% to US$287.4 billion this year. This would give the Internet a 46.7% share of global media spending.
However, in the United States – the world’s largest advertising market – the Internet is expected to account for more than half (54.0%) of all media spending for the first time this year.
Display, in which formats?
Print, meanwhile, continues to lose market share, with a further decline of 9.5% expected. The news media, in particular, are feeling the impact. Many of them are seeking to diversify their activities in order to compensate for the loss of advertising revenues.
The out of home (OOH) benefits from the increasing progress of websites in the different markets. Digital OOH is expected to account for all of the 2.3% growth in OOH.
Digital Out Of Home (DOOH) is therefore clearly on the rise and is increasingly installed in the channels favoured by advertisers.
The market prospects are flourishing, thanks in particular to the range of possibilities offered by digital signage. In today’s era of technology and its constant development, advertisers have better visibility on the return on investment.
Better targeting of campaigns, reduction of mass campaigns, better visibility rate, and a reduced risk of unnecessary expenses. Today, DOOH, is for the benefit of advertisers and consumers alike.
If you wish to find the complete study carried out by WARC, you can find it here.
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