Television plus online video – audiovisual advertising – is gaining share of display advertising, according to the latest adspend forecasts from ZenithOptimedia.
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As cinema adspend approaches its highest level on record, Warc’s James McDonald looks at what’s driving the sector.
Alongside easing revisions to marketing budgets, optimism regarding marketers’ wider industry financial prospects continued to wane in the third quarter of 2015.
Mobile spend was up 51% in the first half of 2015 to account for almost 80% of the rise in digital ad revenues, according to the latest forecast from the IAB and PwC.
Driven by the high demand for mobile and online video, digital continues to be the only channel seeing double digital growth.
Marketing budget growth increased to a three-quarter high in Q2 2015, marking 11 quarters of successive expansion, according to the latest IPA Bellwether report.
However, the consumption of traditional media – including newspapers, magazines, TV, radio and cinema – fell between 2010 and 2014, directly because of competition from the internet.
After the publication of the latest UK adspend forecasts this week, James McDonald, research analyst at Warc, explains the investments being made in each sector.
From the best films to the rise (and rise) of programmatic – and much in between – hear from Xaxis, Mindshare, dunnhumby, Newscred, DCM, Primesight and Carat as they offer their predictions for the year ahead.
The rise of mobile advertising and social media, and the transition to programmatic buying of digital display, will help the global advertising market grow 5‐6% a year, over the next three years, according to ZenithOptimedia.