GroupM predicts that global marketing spend will reach an impressive $1 trillion dollars this year. But that increase in spend isn't evenly distributed across marketing mediums.
It varies considerably from country to country, so it's worth breaking down the spend across the major economies. Brazil is the only country with digital ad spend falling. This is due to the country being in the grips of the worst recession it has experienced since the 1930s.
Elsewhere the trends are broadly positive, especially for digital. We're seeing large increases across the board, with digital ad spend surging by an impressive 30% in India and a strong 15% in the UK. The USA is by far the largest mature economy with the biggest ad market, and digital spend is still increasing by a healthy 9%. TV ad revenue is also growing, though at a far slower rate. Advertising in newspapers is taking a battering on the other hand, although this trend could be mitigated by brands renewing their faith in print after this week's revelation that big brands had accidentally been funding terror through programmatic ad networks.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
Turbocharge your results with this toolkit containing 7 resources
The Marketing Campaign Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Dr Dave Chaffey’s practical review of the marketing trends that will matter for B2C and B2B marketers in 2025 I’ve been writing reviews of the latest digital marketing innovations for well over 10 years now; spurred on since they seem …..
If you want to develop a strategy, where do you start? Well, it can be summarised in two or three sides of A4 in a table linking strategies to SMART objectives and KPIs to make sure you’re on track…
An example of reviewing your marketing capabilities using the McKinsey 7S framework The McKinsey 7S model is a useful framework for reviewing an organization’s marketing capabilities from different viewpoints. Developed by Tom Peters and Robert Waterman during their tenure at …..
