Every three months we monitor the health of 81 global advertising markets for our Advertising Expenditure Forecasts report (see the latest press release here). Earlier this year we decided to look a bit further and identify 30 up-and-coming advertising markets that are developing quickly and are starting to rival the scale of some of the established 81 markets, for a new report entitled Thirty Rising Media Markets. Some of these markets have already attracted interest from multinational advertisers and global agency groups, but others are opening up to international advertising for the first time. We believe all will be of interest to companies seeking growth in rapidly developing markets.
These 30 markets vary widely in nature: in size, openness to international business, diversity of economic activities, productivity, and geographically – sixteen of our markets are in Africa, seven in Asia, six in Latin America and one in the Middle East. What they share is that their economies are growing rapidly in the long run (though they may suffer short-term tumbles now and again), and that their advertising markets are growing even faster.
We forecast advertising expenditure in these 30 markets to grow at an average rate of 15% a year between 2015 and 2018 – more than three times faster than global average – and to increase by US$3.9bn (a sum equal to the current size of Sweden’s ad market) to US$11.6bn. Advertising accounted for 0.37% of GDP across these 30 markets in 2015, well below the global average of 0.70%, highlighting their long-term growth potential.
The thirty markets included in the report are: Algeria, Angola, Bangladesh, Bolivia, Cambodia, Cameroon, Côte d’Ivoire, Dominican Republic, Ethiopia, Gabon, Ghana, Guatemala, Iran, Jamaica, Kenya, Laos, Mongolia, Morocco, Mozambique, Myanmar, Namibia, Paraguay, Senegal, Sri Lanka, Tajikistan, Tanzania, Trinidad & Tobago, Tunisia, Uganda and Zambia.