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Publicis’ Zenith Media unit this morning released an updated global ad outlook, leaving it virtually unchanged from its last one in June, except for a small downward revision for ad growth in 2020.
Zenith continues to project the global ad market will expand 4.5% this year, and 4.2% in 2019, but reduced its outlook for 2020 by one-tenth of a point to 4.2%.
In terms of the chief drivers, Zenith projects that two-thirds of all the growth in the global ad expansion between 2017 and 2030 will come from a combination of paid search and social media ads.
The insight is interesting, because to date, Zenith has not broken out social media’s contribution to global ad growth, but includes it as part of a broader “internet display” category (see table below).
“Paid search has undergone constant development in recent years,” Zenith Head of Forecasting and Director of Global Intelligence Jonathan Barnard, writes in the report, adding, “Search platforms, agencies and brands are applying ever more sophisticated artificial intelligence techniques to improve targeting, messaging and conversion. Search is becoming more integrated with commerce, both online – as brands shift budgets to e-commerce platforms – and offline, as retailers use location and store inventory data to match active shoppers directly with the products they’re searching for. All these developments are attracting higher performance budgets from brands, often new expenditure rather than being diverted from brand awareness activity. Overall we expect them to drive an average of 8% annual growth in paid search ad spend between 2017 and 2020.”
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September 24, 2018 at 02:33PM
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