MAM

×

×

Internet advertising to takeover television by 2018: forecasts ZenithOptimedia

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2015/12/07/mam%20people-2.jpg?itok=yuenxmVz

MUMBAI: India, Indonesia and Philippines emerge as hot spots of ad spend growth as per ZenithOptimedia’s Advertising Expenditure Forecast of December 2015. These are the only three markets in which adspend is growing at double-digit annual rates . Between 2015 and 2018 the report estimates Philippines to expand by USD 1.2 billion dollars at growth rate of 13% a year, while’s India’s ad spends will increase to USD 3 billion also at 13% a year.



Indonesia is expected to show the biggest growth at 17 % a year, touching USD 4.1 billion.



Calling it Fast Track Asia bloc comprising of China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam, the report further mentions that ad expenditure in Fast-track Asia will  grow at 8.9% in 2015, and at an average rate of 8.4% a year between 2015 and 2018, down from 14.7% a year between 2009 and 2014.



Having said that, even with their growth rates slowing down China will continue to be one of the biggest contributor to the global ad spends which is estimated to reach USD 579 billion at a growth rate of 4.7 % by 2016. Between 2015 and 2018, China is expected to contribute 24 percent of the global  ad expenditure only preceded by the US at 26 percent. The UK comes third, contributing 7%, and Indonesia fourth, contributing 5%. Not to mention, the top five of the ten biggest contributor to the global ad expenditure is expected to come from the Fast Track Asia countries, by 2018. Overall, rising markets will contribute 54% of additional ad expenditure between 2015 and 2018, and to increase their share of the global market from 37% to 39%.



“Growth of the global ad market is being driven by advances in technology, especially mobile and programmatic tech,” said Steve King, ZenithOptimedia Worldwide CEO Steve King. “But television remains by far the most important channel for brand communication, and online video, its digital offshoot, is increasing the audiovisual share of global display advertising.”



The report also singles out internet to become the most preferred medium of advertising with internet advertising command 36.6 per cent of global advertising, overtaking the current largest advertising medium, television by 2018. Looking at the ad market as a whole, television’s share peaked at 39.7% in 2012, and is estimated at 37.7% in 2015, before falling back to 34.8% by 2018.



The report highlights paid search as one of the key reasons for televisions loss of adspend share. Paid search is essentially a direct response channel (together with classified), while television is the pre-eminent brand awareness channel which is expected  to remain so for many years to come.  Television offers unparalleled capacity to build reach, while online video offers pinpoint targeting and the potential for personalisation of marketing messages. Both are powerful tools for establishing brand awareness and associations. As per the report, television will account for 44.7% of display expenditure  in 2015, and 42.9% in 2018.



Within internet advertising, mobile advertising will emerge as the leading platform with it overtaking desktop and accounting for 50.2% of all internet advertising.



Mobile advertising will total USD 114 billion in 2018, up from USD 50 billion in 2015. Moreover, according to the report, mobile advertising is responsible for almost all of the growth in global adspend. The report forecasts  it to grow at an average rate of 32% a year between 2015 and 2018, and to contribute 87% of all of the new ad money added to the global market during these years.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/manormaa.jpg?itok=Frvbxvyl
ManoramaMAX hits 5,00,000 users in 2 weeks

MUMBAI: ManoramaMAX, the first ever 100% Malayalam News and Entertainment app, launched by MM TV Ltd., has achieved instant success, hitting half-a-million users in just under 2 weeks. Users across web, android and apple devices are continuing to watch the large content bucket of the platform. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/swift.jpg?itok=NQhNuZcW
Maruti Suzuki launches #BeLimitless Swift campaign to celebrate real-life heroes

Focusing on recognising heroes who have gone far and beyond across different walks of life, Maruti Suzuki India Ltd, the leading passenger car maker in India, has launched ‘Be Limitless’—a 3-part video campaign for Maruti Swift. The campaign for Swift is aimed at highlighting the stories of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/tata.jpg?itok=iyURhpAX
Tata Motors partners with what3words - Redefines navigation with just 3 words

MUMBAI: Tata Motors, India’s largest automobile manufacturer today announced its partnership with the innovative location technology provider, what3words. Tata Motors will be the first manufacturer in India to bring what3words addressing system in its cars.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/phonepe.jpg?itok=Zc_NkFjg
PhonePe goes live across over 1 mn offline stores in Delhi-NCR

MUMBAI: PhonePe, India’s fastest growing payments platform announced that it is now live as a payment option across 1 million offline merchant outlets in Delhi-NCR. This milestone reflects PhonePe’s phenomenal acceptance across large organised retail stores as well as small and mid-size retail...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/vodafone.jpg?itok=EFqbIpNo
Vodafone appoints Carat as global media buying agency

MUMBAI: Telecom service provider Vodafone has announced the appointment of Carat, from the house of Dentsu Aegis Network (DAN), as its global media buying agency. As per reports, the account size is pegged at Rs 35,000 crore globally. In India, the business is worth Rs 400 crore. The scope includes...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/iamaai.jpg?itok=kVhegjhv
Admitad India announces its partnership with India Affiliate Summit & Awards 2019, organized by IAMAI

MUMBAI: Underlining its position as a domain leader in the Indian affiliate marketing industry, Admitad India has announced its association with India Affiliate Summit & Awards 2019 (#IAS19). Organized by IAMAI, the 5th edition of the premier affiliate marketing event will be held at The Leela...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/edyoda.jpg?itok=a-39J9uU
EdYoda accepted as Asia-Pacific Member by AWS EdStart Program

MUMBAI: EdYoda, a digital platform that imparts industry-relevant skills through a zero-cost learning program. EdYoda aims to serve the underserved students and professionals from Tier 2 and Tier 3 cities and colleges by educating them on industry-relevant skills through zero-cost learning programs...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/Prateek_Kumar.jpg?itok=6ObZ49Ks
10 marketing trends the banking industry can't ignore

The banking industry is undergoing a massive transformation. Structural, technological data, artificial intelligence and digitisation are changing the dynamics in the world of finance. As a result, marketing in the banking and finance industry has also become more digitised and data-driven. Here...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/disha.jpg?itok=9Tlec5cO
Aurelia rolls out its first ever TVC starring Disha Patani

MUMBAI: Aurelia announces the launch of its brand new TVC, starring Disha Patani. This launch marks Aurelia’s first TV advertising, in the past ten years. Conceptualized by Grey Worldwide, the television commercial embraces the different flavours of the festive season. Targeting women looking for...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories