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Wednesday, 24 April 2013 09:56

Global ad spend to rise 3.9 per cent over 2013

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Fueled by improvement in the wider economy, a new report shows advertising spend around the world growing by 3.9 per cent over 2013.

The Global Advertising Forecast from market researcher ZenithOptimedia finds that internet advertising is supplying most of the growth in expenditure and will finally overtake spend on print advertising by 2015, reports thedrum.co.uk.

ZenithOptimedia says marketing through online channels, which include social media, email marketing and search engine optimisation (SEO), will grow by 14.4 per cent up to 2015. Traditional media on the other hand, including print media, will only experience 1.6 per cent growth during this period.

The US remains the biggest contributor to global ad spend courtesy of 3.5 per cent growth in 2013 - followed by growth of 4.3 per cent and 4.8 per cent for the two years ahead - although researchers say there's plenty of space for rising markets to become key players in advertising.

ZenithOptimedia predicts what it classes as rising markets to grow 9.4 per cent over the next two years, with mature markets like the US, Japan, China and Germany expected to expand by 3.5 per cent.

However, researchers claimed the four will remain the four biggest contributors to global ad spend.

Steve King, CEO at ZenithOptimedia, said a strengthening economy will open up more marketing opportunities as companies look to expand.

Cited by hollywoodreporter.com, he continued: "Advertising is an essential tool for launching new products and entering new markets and advertisers will increase their budgets wherever they can increase the return on their investment."