The global ad market is on course for 4.6% growth this year, up from 3.9% growth last year, according to ZenithOptimedia’s new Advertising Expenditure Forecasts, published today. Global advertising expenditure will total US$579bn in 2016, and will exceed US$600bn in 2017, reaching US$603bn by the end of the year.
The global economy faces clear challenges – such as the ongoing slowdown in China, and recession in Brazil and Russia; the humanitarian disaster originating in Syria; and uncertainty over the future of the European Union, notably continuing fragility in Greece and the possible departure of the UK. But advertisers’ confidence has remained largely unshaken, and our forecasts for global growth in 2016 have barely changed since we published our last forecasts in December (when we forecast 4.7% growth this year). There are three main reasons why we are optimistic about the prospects for global adspend growth: special events this year, rapid recovery from the markets most affected by the eurozone crisis, and the emergence of rapidly growing markets that are now opening up to international advertising.
Quadrennial to lift ad growth by US$6.1bn
In the short term, 2016 is a quadrennial year, when ad expenditure is boosted by the US presidential elections, the Summer Olympics and the UEFA football championship in Europe. We expect these events to add a net US$6.1bn to the global ad market in 2016 (US$3.2bn from the elections, US$2.0bn from the Olympics and US$0.9bn from the football). The quadrennial will therefore add 1.1 percentage points to this year’s growth rate for global advertising expenditure, which would otherwise be 3.5%.
Crisis-hit European markets now enjoying rapid recovery
In the medium term, most of the European ad markets that suffered the deepest cuts from the financial crisis and its aftermath are now enjoying sustained recovery and will expand rapidly over the next few years. Adspend in Ireland, Portugal and Spain adspend fell by a total 45% between 2007 and 2013. Adspend in these markets recovered by 8.9% in 2014, however, and 7.3% in 2015, and we forecast average growth of 6.7% a year to 2018. Other European markets that fell sharply during the crisis but are now growing at a rapid pace include Croatia (forecast to grow by 6.1% a year to 2018), Denmark (7.3%), Hungary (5.2%) and Romania (6.3%). Even Greece is expected to enjoy annual growth of 3.9%. These markets have room to growth rapidly for several years to come: after all, they have a lot of ground to make up.
ZenithOptimedia identifies Thirty Rising Media Markets with long-term potential for rapid growth
In the longer term, many smaller advertising markets are now opening up to international advertising, and have the potential to growth at double-digit rates for many years to come. ZenithOptimedia today also publishes a new report, called the Thirty Rising Media Markets, which looks at a selection of 30 up-and-coming markets for the first time. Our regular Advertising Expenditure Forecasts report surveys 81 key advertising markets across the world. For the Thirty Rising Media Markets we decided to look a bit further and identify advertising markets that are developing quickly and are starting to rival the scale of some of the established 81 markets. We estimate that advertising expenditure across these 30 markets totalled US$7.7bn in 2015.
These 30 markets vary widely in nature: in size of population, openness to international business, diversity of economic activities, productivity, and geographically – 16 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, 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.
Internet will now overtake television next year
As usual, internet advertising is the main driver of global adspend growth. We expect internet advertising as a whole to grow at more than three times the global average rate this year – by 15.7%, driven by social media (31.9%), online video (22.4%) and paid search (15.7%). Internet advertising’s growth rate is slowing as it matures (it was 21.1% in 2014), but we expect it to remain in double digits for the rest of our forecast period. This sustained growth, combined with downgrades to television in Brazil in China, has led us to forecast internet advertising to overtake television advertising globally in 2017, a year earlier than we forecast back in December.
Mobile to contribute 92% of adspend growth
The great majority of new internet advertising is targeted at mobile devices, thanks to their widespread adoption and their ever-tighter integration into consumers’ daily lives. We forecast that mobile advertising expenditure will increase by US$64bn between 2015 and 2018, growing by 128% and accounting for 92% of new advertising dollars added to the global market over these years (not including those markets where we do not have a breakdown of advertising expenditure by medium).
“Rapid growth from countries that are relatively new to the international advertising market, combined with a resurgence of established markets that were damaged by the financial crisis, will keep the global ad market on track for healthy growth for at least the next few years,” said Jonathan Barnard, Head of Forecasting at ZenithOptimedia.
With the advent of smart phone and apps, it should come as no surprise that people all around the world are connected. The smart phone has turned into a portable lifestyle which fits into one’s hand – the youngsters and college goers being the largest consumers. These youngsters/college goers are not only using apps for staying connected with each other but discovering world, their way!
Here are list of 10 must-have apps for the youngsters/college goers of today:
• Bewakoof - Bewakoof.com is the fastest growing trendy fashion and lifestyle brands in India. Bewakoof is making high-street fashion economical, accessible and affordable for young Indian fashionistas. The Bewakoof app is a must-have for the college goers who need to make trendy and stylish purchases on the move of their finger tips.
• Sony LIV – For the youngsters who love parties and night-outs, missing on their favourite sports events or their favourite movies on TV is a disappointment. Sony LIV, the one-stop TV app destination brings all entertainment on smartphone. All the favourite events like Australian Open, India’s cricket series or kabbadi championships, movies and popular series like Tanlines and #LoveBytes can be watched on the go.
• Bookmein – Need a beauty treatment? Or that funky tattoo? But don’t know where to get it done? Bookmein app provides expert solution to all your urgent need for personal or home care services.
• Saavn – Youngsters need music to party, to travel, to study – to live! Saavn app gives a complete access to the latest, the blockbusters and the songs depending on moods.
• My Study Life - Organise your classes, tasks and exams & never forget a lecture or assignment again. It's time to say goodbye to your paper planner. My Study Life is everything your paper planner is and more and has it covered on all of your devices for free.
• Kindle – The world is going digital. So, are these smart kids. Convert those kgs of books to a few grams and carry them with you everywhere. All those books from international publishers, which are usually priced exorbitantly, will certainly cost less on the Kindle Store.
• Google Maps and Navigation – College kids and youngsters love travelling to new cities and seeing the world. Google Maps helps the youngsters find the right routes in other cities, or reaching the party venue on time.
• Whatsapp ¬- Whatsapp, the free messaging app is the latest fad. The app allows personal as well as group chats and helps youngsters stay connected, discuss everything with friends and share latest happenings through images, videos and voice chats.
• Scootsy – Impromptu parties and get-togethers are fun but organizing such events can be a task. Scootsy’s home delivery speeds it all to your doorstep on a platter - within an hour, with a delightful experience! There’s even a cool section for SOS products for those 24 hour essentials – that lets you enjoy the parties uninterrupted!
• Evernote – Taking notes in lecture is tough and doing that after an all-nighter can be a pain. Evernote is a cross-platform hugely popular app that helps taking notes, use images and voice notes as well. Use this app to save your efforts on those lazy days!
With dwindling consumer attention spans, there is growing consensus that if you’re able to get your consumers to actively spend time with your brand, there will be a positive impact on brand metrics and a lift in sales.
So, what’s the best way to get your target audience to engage with your branded experiences? All our work suggests that using online video is the most reliable channel to help brands be heard using messages that resonate with their audience.
Video viewership, both on desktop and mobile, has grown dramatically over the last two to three years. More Indian youth are swapping TV for online video, with the likes of YouTube boasting nearly 60 million unique users monthly. Nearly 40 percent of YouTube videos are being watched on mobile devices, and clips in local languages have a great deal of viewership as well. If you haven’t done so already, now is the time to learn how to maximize the potential of video.
"Have you ever thought you could be an Amitabh Bachchan or a Shah Rukh Khan? In reality you cant, however we all have this aspect of fantasy in us, a dream world, which is why we all watch movies in the first place, right?
Movies take us to a world, which is not true and we just forget all our real lives and live a reel life for three hours.
That is why we believe that we could invoke the star in you. So here is an opportunity to make a video of who you are actually not and still show a powerful performance" Said Rammohan Sundaram, Co-founder Velfie.
"The biggest and best surprises come from the low-budget category! Every year, we see amazing ideas and executions that didn’t demand big bucks to get big results. And they’re usually in service to great causes, nonprofits, or other for-good endeavors, which makes their success even more noteworthy." said Alisun Armstrong, Executive Director of the Midas Awards, in the interview on AME & on Creativity & Effectiveness.
Here's the Q&A....
1. The AME Awards has 22 years of honoring the World’s Best Advertising & Marketing Effectiveness under its belt. Is there a link between creativity and effectiveness?
A creative campaign may have a much better chance of being enjoyed by the viewer, but creativity alone isn’t enough. There’s an extra mystery ingredient that turns that enjoyment into consumer action. The AME Awards Winners Showcase is basically a year-by-year list of the agencies and creatives who possess that ingredient, use it in liberal application, and prove that entertaining work may stick in the mind… but an effective piece sticks and inspires action.
2. What are the mainstay components of award-winning entries that have scored top honors in the AME Awards?
One word: Results.
While execution, idea, and marketing objectives/strategy are all important, the biggest burden an AME entry bears is proving its effectiveness—whether it’s earned media, a sales uptick, or whatever desired outcome is called for in the marketing brief.
It can be beautiful. It can be informative. It can be hilarious! But if it didn’t move the needle, it’s not AME material.
3. AME Awards the highest-ranking Gold-winning entry in each region with a Platinum AME. What is the significance of the Platinum Award, and how have Platinum winners increased brand awareness?
The Platinum Award winners represent the best-of-the-best, by region. These winners have come out of three brutal rounds of scoring at the very top—and one of them will also earn the biggest AME honor, the Grand Award. And because the number-one thing the judges are looking for is results, the Platinum winners, sort of by default, absolutely must have increased brand awareness.
4. In this multi-channel world, buzz is very important in gaining the attention of the consumer. How has social media and metrics changed AME Grand Jury members’ view of award-deserving work?
I think it’s made the judges more demanding. The most consistent bit of feedback I get from the jury is lackluster evidence of results, which accounts for 30% of the overall score—the most heavily weighted of the four components of the scoring matrix. With all the metrics available through social media/video and email, tracking and scheduling apps, etc. it’s easier than ever to prove a campaign’s effectiveness, and the judges are absolutely in the right for expecting more from entrants—if creatives aren’t taking advantage of this wealth of information (and using it to their advantage by tweaking/adjusting on-the-fly if something doesn’t seem to be getting any traction) for their entry, it will be reflected in the score.
5. AME introduced the AME Green Award in 2011. Have you seen a rise in creative effectiveness and an increase in the number of green-themed work over the years?
Absolutely! It’s bitter-sweet, though—we’re seeing an increase in eco-themed entries because conditions on this planet, whether due to natural or human causes, continue to deteriorate and demand a call to action. But on the plus-side, creatives are coming up with brilliant ways to bring attention to the issues, and people are responding. And when this combination of creativity and effectiveness results in an AME Award, these issues get even broader exposure, amplifying the message.
6. How has allowing each entry to be reviewed in its social, economic, and cultural context contributed to a wider worldview of creative and effective excellence in advertising?
Execution is region-blind. For lack of a better term, I’d say it’s “easy” for any juror worth their salt to recognize great production value, superior design and art direction, etc.—and our Grand Jury is a collection of some of the best creative, strategy, and marketing people in the world. But when it comes to idea, effectiveness, and challenge/strategy/objectives, a little local knowledge goes a long way.
There are subtleties that could go unremarked without cultural immersion, target audience responses that may not seem like much, and even quite possibly language barriers for the entrants that mean they can’t precisely parse their data in English on the entry form. So the regional juries, in a sense, screen the entries in the first two rounds; when the group comes together for the final round to determine the Platinums, any doubts a juror from a different part of the world has about the results are quelled.
7. What examples of creative and effective work have you seen that did not require massive media dollars to move consumers to engage and buy the brand?
The biggest and best surprises come from the low-budget category! Every year, we see amazing ideas and executions that didn’t demand big bucks to get big results. And they’re usually in service to great causes, nonprofits, or other for-good endeavors, which makes their success even more noteworthy.
A few recent examples: The 2015 Platinum winner—and Green Award winner, too—was Leo Burnett Manilla’s “Aid Couture” for Ariel and Downy. They spent zero dollars in media, used donated clothing, and raised 1,800,000 PHP for typhoon victims. Leo Burnett Melbourne used less than $2,500 and a hashtag, “#SPCSunday,” to create a national movement that saved Australia’s oldest fruit processing company… and won an AME Gold Award.
It’s refreshing to see the industry flexing their creative powers in constrained conditions. Producing creative, effective work on a tight budget isn’t easy. I’m proud that the AME Awards recognizes the important campaigns that result from that hard work.