Digital_MediaTV & Media

TV & Media

Shifting Ad Spend Underscores Fundamental Changes to the Ad Market

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Report Summary:

In 2015, global advertising spend was up 4.0%, surpassing the half trillion mark to reach $535.7 billion. In 2016, it will grow to $559.7 billion and by year-end 2021 reach $678.2 billion. Traditional advertising accounted for 71% of total ad spend globally in 2015. In comparison, digital advertising was up 13.9% in 2015 totaling $157.0 billion, accounting for 29% of total ad expenditures. By year-end 2021 digital advertising will reach $272.8 billion, accounting for 40% of total ad spend.

This report presents Strategy Analytics’ analysis of the Global Advertising Market for the period of 2010 to 2021.

Table of Contents

Regions covered include:

• North America: United States/ Canada
• Western Europe: United Kingdom/ Germany/ France/ Italy/ Spain/ Denmark/ Finland/   Norway/ Sweden/ Rest of WE
• Central & Eastern Europe: Czech Republic/ Poland/ Russia/ Turkey/ Rest of CEE
• Asia Pacific: Australia/ China/ India/ Japan/ South Korea/ Rest of APAC
• Central & Latin America: Argentina/ Brazil/ Mexico/ Rest of CALA
• Middle East & Africa: South Africa/ Rest of MEA

The advertising market is segmented into traditional and digital media. The traditional advertising segment is split as follow:
• TV advertising
• Print advertising
• Radio advertising
• Cinema advertising
• Out-of-home (OHH) advertising

The digital advertising segment is split as follow:
• Search Advertising
• Display Advertising
• Video Advertising
• Banners & Other display Advertising
• Classified Advertising
• Other Digital Advertising
• Social Network Advertising

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