ZenithOptimedia: Adspend to Grow by 5 Percent in 2015

ZenithOptimedia’s new Advertising Expenditure Forecasts predicts that global adspend will grow 4.9 percent to reach $545 billion in 2015, thanks to the rise of mobile advertising and social media, as well as the transition to programmatic buying of digital display.

The global economy is expected to improve, but advertising faces a tough year‐on‐year comparison after the Winter Olympics, World Cup and U.S. midterm elections in 2014. Adspend growth will therefore be slightly below 2014’s 5.1 percent. 2016 marks a quadrennial year—with the Summer Olympics, U.S. presidential elections and the UEFA European Football Championship—ZenithOptimedia expects these events to drive adspend to 5.6 percent growth that year, before it slips back to 5.2 percent in 2017 in their absence.http://worldscreen.com/articles/display/2014-12-8-zenithoptimedia-adspend