Emerging markets drive adspend growth

Global advertising expenditure will increase by 3.9% this year to reach $518bn overall, with emerging markets growing over four times faster than their more mature counterparts, according to a forecast.

ZenithOptimedia, the media services network, said mature markets, defined as North America, Western Europe and Japan, would grow at an average 1.8% for the year, but rising markets, classed as everywhere else, would grow significantly faster, at 8.2%.

Overall, ZenithOptimedia expected rising markets to contribute 63% of the total growth in global adspend between 2012 and 2015 and to increase their share from 34% to 38% over the same period.

It highlighted particular regions, including Latin America, Eastern Europe, Central Asia and "Fast-Track Asia" (defined as China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam), as being "well ahead" of the rest of the world. This group was anticipated to grow at 10% to 11% a year between 2012 and 2015.
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