Page 12 - index

RESEARCH, ANALYSIS & TRENDS

eMarketer.com:

Advertisers will spend

nearly $600bn worldwide

in 2015

According to new figures from eMarketer, advertisers Mobile advertising is the key driver of growth around
will spend worldwide $592.43 billion in 2015, which is the world, and advertisers will spend $64.25 billion
an increase of 6.0% over 2014. worldwide on mobile in 2015, an increase of nearly
60% over 2014. That figure will reach $158.55 billion by
2018, when mobile ads will account for 22.3% of all
Currently, the top five spenders in each advertising cat-
egory—total paid media, digital and mobile—are the advertising spending worldwide.
US, China, Japan, Germany and the UK.
eMarketer’s latest figures for worldwide mobile ad
spending are higher than previous forecasts, due to
While the UK lags Japan and Germany in total media
spending, its digital ad market outpaces both, with digi- faster-than-expected growth in China’s mobile ad mar-
tal and mobile ads representing significantly higher ket. According to new data, marketers will spend $6.39
shares of overall advertising than its two predecessors billion on mobile ads in China in 2014, up 600.0% from
in the overall market. Otherwise, the rankings are con- just $913 million last year; this total will increase anoth-
sistent across all media markets. er 90.0% to $12.14 billion in 2015. And it is expected
that China will surpass both the UK and Japan to be-
come the second-largest mobile ad market in the world.

Without doubt, China dominates the digital ad market,
but actually it is Indonesia that sees the most impres-
sive growth, eMarketer said. In fact, digital advertising
spend in Asia-Pacific is expected to rise 30.3% to total
$46.59 billion this year, according to eMarketer’s latest
estimates of digital ad spending worldwide.

Just like in 2012 and 2013, the region will boast the
second-biggest share of digital ad spending worldwide,
trailing only North America, at 31.8% vs. 37.3%. This
trend will continue through 2016, though Asia-Pacific
will gain share during that period at the expense of
North America. In 2017, Asia-Pacific will pass North
America in total digital ad spending share worldwide, at
36.9% vs. 35.7%.

With investments in online and mobile advertising, to-
talling $23.70 billion this year, China will maintain the
largest share of the region’s digital ad market, at 50.9%
—a trend that will continue through 2018. Japan and
Australia will rank second and third, with respective
digital ad spending totals of $9.07 billion and $4.52 bil-
The US remains the dominant advertising market world- lion this year, eMarketer estimates.
wide spending $189.06 billion on ads in 2015, an
amount that represents 31.9% of the global ad market. As mentioned, in Asia-Pacific, Indonesia will be the
That figure is also higher than the aggregated total for leading country for digital ad spending growth by a long
China, Japan, Germany and the UK. Through 2018, the shot, at a whopping 98.0% this year. Indonesia sits at
US will essentially maintain that share, dipping to only the bottom when it comes to digital ad spending, as
31.1%, and will continue to account for more in total brands there still heavily invest in traditional media like
media ad spending than the rest of the top five com- TV and print.
bined, eMarketer revealed.

12 Asian eMarketing January 2015 - Digital Marketing Trends & Predictions