While the UK lags Japan and Germany in total media spending, its digital ad market outpaces both, with digital and mobile ads representing significantly higher shares of overall advertising than its two predecessors in the overall market. The US remains the dominant advertising market worldwide.
Next year, marketers will spend $189.06 billion on ads in the US, an amount that represents 31.9 per cent of the global ad market.
That figure is also higher than the aggregated total for China, Japan, Germany and the UK. Through 2018, the US will essentially maintain that share, dipping to only 31.1 per cent, and will continue to account for more in total media ad spending than the rest of the top five combined.
Mobile advertising is the key driver of growth around the world, and advertisers will spend $64.25 billion worldwide on mobile in 2015, an increase of nearly 60 per cent over 2014. That figure will reach $158.55 billion by 2018, when mobile ads will account for 22.3 per cent of all advertising spending worldwide.
“The latest figures for worldwide mobile ad spending are higher than previous forecasts, due chiefly to faster-than-expected growth in China’s mobile ad market.
According to new data, marketers will spend $6.39 billion on mobile ads in China in 2014, up 600.0% from just $913 million last year; this total will increase another 90.0% to $12.14 billion in 2015.
By way of this year’s gain, China will surpass both the UK and Japan to become the second-largest mobile ad market in the world”. Mobile’s share of worldwide digital advertising will surpass 50 per cent in 2017. Meanwhile, digital’s share of total advertising will reach 33.5 per cent that same year.
The forecast also tipped Brazil to become the fourth-largest global advertising market by 2018, surpassing the UK and Germany.
Indonesia will have the largest digital ad spending growth rate of any country in each year throughout the forecast. Combined, Canada and Mexico will be the fifth-largest ad market worldwide by 2018.
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