Aperçu des investissements médias Worldwide prévus par Publicis.
Global Intelligence is a critical mix of data, insight and commentary fueled by Publicis Media’s proprietary tools and authored by their communication experts.
In Resume : Global Adspend continues to grow to reach US$559bn in 2017. This grow is coming from recovering economies in Latin America & Eastern Europe.
The UK was the stand-out growth market in Western Europe from 2011 to 2016, growing at average of 7.3% a year while the rest grew just 0.4%. However, a slowing economy, gathering inflation, and political uncertainty over the mid-year elections and upcoming Brexit negotiations have all contributed to a sharp drop in adspend growth in the UK this year.
The 10 fastest growing market are: USA – China – Japan – UK – Germany – Brazil – France – South Korea – Australia & Canada
Social media is the fastest-growing component of internet advertising. Newspaper advertising is thinking by 5% a year as circulation continue to fall.
Online Video is growing rapidly thanks to availability of more and better content, and the spread of high-speed internet connections. They forecast it to grow by 16% a year . ( adspend from 4.6% in 2017 to 5.7% in 2019).
Tv, radio and OOH Advertising are all growing, through less rapidly than the market as a whole. They are loosing market share to the internet.
TV market peaked at 39.4% in 2012, and will be 32.6% in 2019, down from 34.5% in 2017.
Radios’ market share was consistently 2-3 percentage points ahead of OOH between 1985 and 2006, but OOH started to catch up, benefiting from the transition from static to digital displays, while radio suffered competition from internet. radio’s market share expected is 5.9% in 2019.
And regarding the Digital Giants:
Facebook: +51% ad revenues year to year // 85% of ad revenues from mobile // 60.4% global reach ( all internet users) // 451bn$ Market cap
Google: +44% paid clicks year on year // -19% CPC year on year // 80.7% global reach ( all internet users) // 682 bn$ market cap
