Global ad spend is set to increase 3.7% this year and 5% in 2014

Global advertsing is to increase 3.7% this year and 5% in 2014, by which time digital advertising will achieve 20% market share, according to Carat’s latest global ad spend forecast.

This year, Carat predicts that Latin America will experience the highest growth of 9.1%, followed by Central & Eastern Europe (+6.4%), Asia-Pacific (+5.3%) and North America (+3.5%). Western Europe is expected to stabilise, moving from a decline of -3.2% in 2012 to -0.3% this year.

The 2014 forecast suggests that all markets and regions will see positive growth (+5%) in 2014, including Western Europe, which having experienced two consecutive years of decline will return to growth of 1.8%.

In 2014, growth in ad spend will be led by both Russia (+10.9%) and Brazil (+17.2%), both of which are predicted to deliver double-digit growth next year, benefitting from host nation status for the Winter Olympic Games and FIFA World Cup, respectively.

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