Global adspend set to rise

Global advertising expenditure is expected to surpass $570bn in three years' time, with digital media and emerging markets likely to be the main beneficiaries of this trend.

ZenithOptimedia, part of Publicis Groupe, estimated that adspend levels would rise by 3.3% at current prices in 2012 to $497bn, and by 4.1% in 2013, to $518bn. The growth figure for 2013, however, was cut by half a percentage point since its previous forecast issued in October 2012.

Looking further ahead, the organisation suggested that the entire industry should expand by 5% to $543bn in 2014, and then register an additional 5.6% gain to $574bn in 2015.

Total North American returns are due to increase from $172bn this year to $194bn by the close of the forecast period. Within this, these totals stood at $161bn and $182bn for the United States.

Asia Pacific is projected to witness an improvement from $140bn to $167bn, with China supplying $12.5bn of regional growth, and Indonesia another $4.5bn. Japan will also deliver an extra $2.5bn.