Global Ad Spend by Vertical - Jan 2013

Global Advertising
Outlook
Name
January, 2013

Global
Worldwide Total Media Ad Spend Continues To Grow

Total Media Ad Spending & Growth, • Marketers will invest $518.8 billion in total media
2011-2016 (in Billions) advertising worldwide this year
• By 2015, total media ad expenditures will pass
the $600 billion mark
• North America will lead the other global regions
$600.8 $628.2 in total media ad spending
$575.0
$518.8 $545.8 • Asia-Pacific, Eastern Europe, Latin America and
$492.3
the Middle East and Africa will each see higher
than average ad spending gains through 2016
CAGR = 4.9%

3.6% 5.4% 5.2% 5.4% 4.5% 4.6%

2011 2012 2013 2014 2015 2016
Graph Source: eMarketer Estimates

Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
3

Asia-Pacific
Total Media Ad Spending Expected to Grow at a CAGR of 7%

Total Media Ad Spending & Growth, • With $145.9 billion in total advertising, Asia-
2011-2016 (in Billions) Pacific had the second-largest advertising
economy worldwide after North America in 2012
• Through 2016, eMarketer predicts total ad
spending in Asia-Pacific will grow faster than in
$190.9 North America, thanks to budding advertising
$179.8
$157.5
$168.8 economies and extraordinary growth rates in
$145.9 internet and mobile internet use in China,
$134.5
Indonesia and India
CAGR = 6.9% • Japan’s setback in ad spending in 2011 (due to
the tsunami), combined with China’s robust
consumer base will help propel China ahead of
2.9% 8.5% 7.9% 7.2% 6.5% 6.2%
Japan in ad investments by $3.4 billion in 2014

2011 2012 2013 2014 2015 2016

4

Western Europe – Total Media Ad Spending
Total Media Spending in Western Europe 2010 – 2015 (BN)
$121.2 $124.0 $126.2
$114.4 $117.6
$112.4 $28.0
$27.2 $27.6 Germany
$26.2 $26.7
$25.5
$26.2
UK
$24.3 $25.6
$22.3 $23.4
$21.7 France
$16.0 $16.2 $16.4
$15.3 $15.6 $15.8 Italy
$13.5 $13.9 $14.3 $14.7
$13.0 $13.0 Spain
$7.7 $7.3 $7.5 $7.8 $8.0 $8.2
Others
$29.2 $29.9 $30.7 $32.0 $32.3 $32.7

2010 2011 2012 2013 2014 2015
• Advertising across major platforms will slow down in the European region amidst economic slowdown, however,
online advertising is experiencing rapid growth
• Total media ad spending in Western Europe will reach $126 Billion by 2015 from $114 billion in 2011 (CAGR~3%)

Digital Media Spending Thrives in Western Europe, eMarketer Dec 2011
5

Middle East-Africa
One of the Fastest Growing Markets Globally

Total Media Ad Spending, • Ad spending in the Middle East and Africa
2011-2016 (in Billions) remains the lowest in the world, and recent
political instability has aggravated this situation in
some areas
$22.0 • Yet the Middle East and Africa represent one of
$20.8
$18.3
$19.6 the fastest-growing markets globally. Advertisers
$17.2 are eager to reach this expanding population as
$16.0
rising income levels boost aspiration and
consumption
CAGR = 6.4% • As North America began to lose share in 2011,
the emerging economies of the Middle East and
Africa saw spending increase
10.7% 7.5% 6.9% 6.9% 6.0% 5.7%

2011 2012 2013 2014 2015 2016

6

Latin America
Ad Spending in the Region to Rise 10% in 2013

Total Media Ad Spending, • With its expanding population of increasingly
affluent consumers, Latin America is one of the
2011-2016 (in Billions)
world’s fastest-growing advertising markets
• eMarketer estimates that ad spending in the
$51.3 region will rise by 10% in 2013, and will continue
$46.8 its double-digit growth through 2016
$42.7
$38.1
• National and regional advertisers will fuel much
$34.7 of this activity, but multinational advertisers may
$31.2
also devote more attention to Latin America if
CAGR = 10.3% economic uncertainty in North America and
Europe continues to affect business prospects

13.9% 11.0% 10.0% 12.0% 9.5% 9.8%

2011 2012 2013 2014 2015 2016

7

TOTAL MEDIA
SPEND ACROSS
MEDIA

Western Europe
Online Advertising to grow at 28%

Share of Ad Spend by Total Ad Spending Across Mediums
Medium (%) 2011 2012 & 2015 (in millions)
Internet $35.0
Outdoor 20.3% 2012 2015
Cinema 6.3% $30.0
0
0.7%
Radio
$25.0
5.6%

$20.0

$15.0
Newspapers
24.5% $10.0
TV
-7.1% -8.1% 1.8% 1.6% 3.1% 2.8% 27.5%
30.3% $5.0

$-
Newspapers Magazines TV Radio Cinema Outdoor Internet
Magazines
12.4%

• Television & Newspapers demand a major chunk of the Total Media Ad Spends in Western Europe with Internet in 3rd place
• Internet Advertising Spends are expected to grow at 27.5%, which is the highest growth rate across all media

Source: ZenithOptimedia, Advertising Expenditure Forecasts, December 2012
9

Asia-Pacific

Outdoor Internet $80.0

Cinema 9.8%
16.3% 2012 2015
$70.0
0.4%
Radio $60.0
4.2%
$50.0

$40.0
Newspapers
$30.0
22.5%

$20.0

7.6% -5.2% 18.9% 12.2% 14.2% 10.1% 45.7%
$10.0
TV
Magazines
41.8% $-
5.1%

• Television & Newspapers demand a major chunk of the Total Media Ad Spends in Asia-Pacific with Internet in 3rd place

10

Latin America

Radio Cinema $35.0

6.1% 0.4%
Outdoor 2012 2015
3.6% $30.0
Internet
4.0%
$25.0

$20.0
Newspapers
17.1% $15.0

TV
$10.0
62.3%
28.5% 21.3% 30.8% 21.6% 21.5% 30.7% 86.5%
$5.0
Magazines
6.5% $-


11

Middle East-Africa

$2.5
Cinema
Radio 0.6% 2012 2015
3.7% Outdoor
5.0% Internet $2.0

2.5%

$1.5

$1.0
TV Newspapers
50.2% 34.0%

$0.5 - 0.9% - 5.1% 9.7% 2.1% - 4.3% 16.2% 69.9%

$-
Magazines
4.0%

• Internet Advertising Spends are expected to grow at 69.9%, which is relatively higher than most of the other media
• Total Online Ad Spends is very small compared to other media in Middle East-Africa

12

Global
Online Ad Spending Drives Growth

Total Online Ad Spending & Growth, • Worldwide digital ad spending is projected
2011-2016 (in Billions) to nearly double between 2011 and 2016, rising
from $8.3 billion to $163 billion
• Globally, digital ad spending will represent nearly
20% of total media ad spending this year. It will
$163.0
$149.2 grow to 26% of the total in 2016
$134.7 • Marketers in North America will lead the global
$118.4 market in digital ad spending
$102.8
$87.3
CAGR = 12.2%

17.7% 19.8% 21.7% 23.4% 24.8% 26.0%

2011 2012 2013 2014 2015 2016

14

Global
Internet’s share of total ad spending worldwide will jump from 19.8% in 2012 to 25.9% in 2016

Online Ad Spend share of Total Media Online Advertising – Strongest
Spend, 2012 & 2016 (in Billions) Performing Ad Channel

Online Online
$102.8 (19.8%) $163.0 (25.9%) More Measurable

Online
More Effective
Advertising
Other Other
$416.0 (80.2%) $465.2 (74.1%)
More Time Spent
2012 2016
Total = $518.8 Billion Total = $628.2 Billion


Source: eMarketer – Total Media Ad Spending Worldwide, 2010-2016 and Digital Ad Spending Worldwide, 2010-2016
15

Global
North America & Western Europe dominate Online Ad Spend but APAC will surpass Western Europe
by 2016
Online Ad Spend Worldwide, By • North America and Western Europe dominate
Region, 2010 & 2015 (in Billions) the world in online ad spending, but opportunity
for growth remains significant, particularly in the
burgeoning digital advertising markets of
2016 Indonesia, Brazil, Argentina, India and China,
which will help drive spending worldwide
• Asia-Pacific is catching up to North America and
will surpass Western Europe by 2016, when Asia
2011
Pacific’s portion of online ad spending will be
48.6%—over 9 percentage points higher than
2011 2016
North America $34.4 $59.8 Western Europe’s
Western Europe $25.0 $38.7
APAC $21.9 $48.6
Eastern Europe $2.9 $5.8
LATAM $2.5 $7.3
MEA $0.6 $2.9

Source: eMarketer – Emerging Markets in Asia-Pacific Propel Digital Ad Spend Growth in the Region, January 2013
16

Asia-Pacific
Increasing Online Population Drives Online Ad Spend

Online Ad Spending & Growth, • Asia-Pacific will push past Western Europe to
2011-2016 (in Billions) become the region with the second highest
digital ad expenditures in 2013, driven by rapid
growth in Indonesia, India and China
• The fastest growth in spending will come from
$48.6
the emerging markets of Indonesia, India and
$43.0
$37.7
Mexico—though that growth is coming from a
$32.5 relatively small base of spending
$27.3
$21.9 CAGR = 15.5%

16.2% 18.7% 20.6% 22.3% 23.9% 25.4%

2011 2012 2013 2014 2015 2016

17

Western Europe
Online Ad Spending to Grow at a CAGR of 9%

Online Ad Spending, • Even as Western Europe loses share to other
regions, their total media spending per person
(along with North America’s) throughout
eMarketer’s forecast period will remain higher
than those of other regions
$38.7 • Western Europe also boasts the second highest
$36.3
$33.8 regional levels of digital ad spending per internet
$30.7
$27.7 user, at $112 this year growing to $133 by 2016
$25.0

CAGR = 8.7%

20.9% 23.0% 24.9% 26.7% 28.1% 29.5%

2011 2012 2013 2014 2015 2016

18

Middle East-Africa
Improving Infrastructure & Mobile Phones Aid Growth in Online Ad Spend

Online Ad Spending & Growth, • As a percent of total ad spending, Middle East
2011-2016 (in Billions) and Africa’s digital spending is just 7% of all ad
dollars going toward digital media
• eMarketer expects this percentage to nearly
double by 2016, but the region will still be far
$2.9 behind the near-30% of ad spending devoted to
digital in Western Europe and North America
$2.3
$1.8
CAGR = 35.4%
$1.3
$0.9
$0.6
3.7% 5.1% 7.0% 9.2% 11.1% 13.3%

2011 2012 2013 2014 2015 2016

19

Latin America
Annual Value of Online Ads to Double by 2015

Online Ad Spending & Growth, • Latin America will post above-average double-
2011-2016 (in Billions) digit growth through 2016, while growth in North
America and Western Europe will remain robust
but more moderate
$7.3
• Latin America is second only to the Middle East
$6.3 and Africa as the fastest-growing digital ad
$5.3 market in the world
$4.2
• Between 2012 and 2016, digital ad spending will
$3.4 climb from 9.7% to 14.1% of total media ad
$2.5
CAGR = 21.2% expenditures in Latin America. The share of
digital ad spending in Mexico will double within
the next four years, rising from 11.9% to 22.1%
7.9% 9.7% 10.9% 12.4% 13.4% 14.1%

2011 2012 2013 2014 2015 2016

20

Global
North America & Western Europe Drive Mobile Advertising

Mobile Ad Spending & Growth, • Worldwide mobile ad spending will reach $13.6
2011-2016 (in Billions) billion this year
• Rapid mobile internet adoption combined with
the continued development of mobile ad
$36.9
networks and greater choice of mobile ad
formats will significantly enhance how marketers
$28.5
use mobile to engage consumers, especially in
the more advanced advertising economies of
$20.3
North America and Western Europe
CAGR = 44.7%
$13.6 • By 2016, investments in mobile advertising will
$8.4
nearly triple to $36.9 billion
$4.1 105.8
61.6% 49.5% 40.2% 29.6%
%
74.6%

2011 2012 2013 2014 2015 2016

22

Global
Mobile Ad Spending Rising Quickly Driven by Developments in Device & Mobile Web Adoption

Mobile Ad Revenues Worldwide, By • eMarketer predicts that worldwide mobile
Region, 2011 & 2016 (in Millions) advertising revenues will grow over nine-fold
between 2011 and 2016, increasing from $4
billion to nearly $37 billion
• Asia-Pacific previously had the largest mobile ad
2016 $36,873.3 Million
expenditures worldwide, primarily due to
advanced mobile advertising markets in Japan
and South Korea
• However, consumers are rapidly adopting
2011 $4,084.8 Million
smartphones and tablets in the US, and
marketers there are taking advantage of growing
2011 2016 mobile ad opportunities. In 2015, an expected
Asia-Pacific $1,895.6 $6,191.6
North America $1,261.7 $21,391.7 rise in mobile ad investments in Western Europe
Western Europe $845.0 $8,389.5 will push Asia-Pacific to third place
Rest of the World $82.5 $900.6

23 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013

Asia-Pacific
Japan, China & India Experience Significant Growth in Mobile Ad Spend

Mobile Ad Spending & Growth, • Asia-Pacific previously had the largest mobile ad
expenditures worldwide, primarily due to Japan
and South Korea’s advanced mobile advertising
markets
• However, with the US adoption of smartphones
$6.2 and tablets, North America will surpass Asia-
$5.3 Pacific this year by $3.9 billion
$4.3 • Mobile ad expenditures in Asia-Pacific grew at a
$3.4
slower pace due to the mobile ad economies
$2.7 CAGR = 23.6% already in place in the region
$1.9 • By 2016, mobile ad spending in Asia Pacific will
total $6.2 billion, driven by a surge in growth in
45.6% 40.0% 28.6% 26.4% 23.2% 16.5%
China, India and Indonesia. Japan’s share is
expected to drop to 43.1% at that time due to
2011 2012 2013 2014 2015 2016 China’s dramatic expansion in the region

24

Western Europe
Leads the Way in Mobile Advertising

Mobile Ad Spending & Growth, • Western Europe’s developed economies and high
2010-2015 (in Billions) smartphone usage will help push advertisers in
the region to allocate larger portions of their
budgets toward mobile through 2016
$8.4 • Across Western Europe, mobile’s share of digital
ad spending will climb to 22% in 2016 from 6% in
$6.4 2012
• By 2016, 28% of digital ad spending in the UK will
$4.3 be devoted to mobile advertising, while more
CAGR = 50.2% than 18% of total digital dollars in Denmark,
$2.7
Germany, Italy and Norway will come from
$1.6 mobile
$0.8
92.0% 95.0% 66.0% 57.0% 48.0% 32.0%

2011 2012 2013 2014 2015 2016

25

Global Sector: Overall Change

Source: Nielsen Global AdView Pulse Q3 2012

Global Category Share of Spend YTD 2012


Internet – Global Trend by Sector
Telecommunications Sector has grown the most followed by Media, Automotive & FMCG

Sectors - % Change Year to Date,
2011 - 2012

7%
6% 6% 6%

4% 4% 5%
4%

2%
1%

-11%
11%

-4%

Source: Nielsen Global Ad View Pulse, Q3 2012
29

Top 20 Global Spenders YTD 2012


Top Categories by Region: Europe and Asia-Pacific

Europe Asia-Pacific


Top Categories by Region: Latam and Middle
East/Africa
Latin America Middle East/Africa


Internet – Global Trend by Sector
FMCG & Entertainment Sectors Spend Online

Sectors - % Share of Spend, • FMCG, Entertainment and
Industry and Services Sectors
2011 & 2012
spend the most on online
4.5
advertising.
Automotive
Clothing & Accessories
• The Healthcare Sector has
1.5 7.5
10.9 9.9 11.2 5.7 Distribution Channels grown the most, sharing 9.9%
9.9 8.0 Durables of the total spend in 2012 from
11.7 13.7 3.3 Entertainment 1.5% in 2011.
4.7 5.2 Financial
10.4 FMCG
25.1 4.9
11 Healthcare
11.2 11.7
9.9 5.3 Industry & Services
Media
2011 2012

Source: Nielsen Global Ad View Pulse, Q3 2012
33

Top US Product Categories & Digital Ad Revenues

US: At $15.41 billion, Google’s ad revenue alone will
account for 41.3% of total digital ad revenues in 2012

Mobile Ad Spending Trends
Mobile ad spending in North America to grow to $21.4 billion by 2016, a three-
fold increase from 2013
Mobile Ad Spending Methodology

Estimates are based on the analysis of various
elements related to the ad spending market,
including macro-level economic conditions,
historical trends of the advertising market,
estimates from other research firms, and
consumer mobile usage trends.

US: Top 10 Advertisers in Internet Paid Search
Grand Total
(000)
Top 10 Advertisers
Ask.com $ 200,085.40
NOT ITEMIZED-INTERNET SITES NEC* $ 132,111.10
Amazon $ 91,684.40
AT&T $ 84,089.50
Microsoft $ 64,969.10
University of Phoenix $ 61,887.20
Verizon $ 41,225.10
State Farm $ 39,714.60
Home Depot $ 39,508.90
Target Discount Department Store $ 39,050.50

Source: Kantar Media, Stradegy, YTD 2012 (Jan-Nov)
* Not-Itemized advertising does not receive a specific Brand. Examples of this
include the following: Classified Ads and advertising in directories including
Schools & Camps, Financial, Kennels, Game Breeders, Where-To-Go, Real
Estate, Restaurants, Hotels & Resorts, Postage Stamps & Coins, Business
Propositions, etc.

US: Top 10 Advertisers in Online Video
US Online US Online Video Methodology
Video Units
Kantar Media began video ad collection in
Top 10 Advertisers 2007 using a spider technology. The spider is
AT&T 6,473 compatible with all digital pre, mid and post roll
Charles Schwab 6,317 video formats and media players.
Franklin Templeton 5,852
Verizon 5,146 A spider is directed to a specific site entry
GorillaTrades.com 4,598 URL, and navigates its way from there through
Kmart Discount Department Store 4,570 the site. As it visits web pages, the spider
Goldman Sachs & Co. 3,298 performs several processes in real time:
Fisher-Price 3,259
Paramount Pictures 3,160
1) Identifies video content originating from ad
Dodge 3,107
servers
2) Digitizes the audio/visual content and
creates signatures
Source: Kantar Media, Stradegy, YTD 2012 (Jan-Nov) 3) Matches known videos
4) Detects new videos

European Online Display Spending Is Set To Rise

December 2011 “Western European Online Display Advertising Forecast, 2011 To 2016”

Global Ad Spend by Vertical - Jan 2013

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Global Ad Spend by Vertical - Jan 2013

Similar a Global Ad Spend by Vertical - Jan 2013 (20)

Global Ad Spend by Vertical - Jan 2013