CARAT Ad Spend Report, 2016 | Digital Marketing Community


CARAT Ad Spend Report, 2016 | Carat

Digital Advertising | Global

Advertising spend remains healthy in 2016, increasing globally by $23 billion in 2016 to hit the US $ 548.2 billion, a +4.4% year-on-year increase compared to 2015.

The key insight from CARAT’s latest ad spend report:

  • It’s clear that the growth in global advertising spends predicted in 2016 of +4.4%, supported by major media events, including US presidential elections, the Rio 2016 Olympics and Paralympics, and the UEFA EURO 2016 football championship.
  • The total advertising spends globally is expected to hit $548.2 billion in 2016.
  • The USA has the highest share of spend markets globally (37%), followed by China (14.9%), then Japan (10.3%) and UK (4.8%).
  • Digital has the highest incremental spend as it will contribute to $20.1 billion spend increase in 2017, representing more than 90% of the total incremental media spend offset by declines in Print.
  • North America is expected to generate US$213.3 billion, 38.9% of total global advertising expenditure in 2016.
  • Digital spend growth of +16.7% in 2016 continues its upward trajectory with Video (+50%), Mobile (+49%) and Social Media (+45%) leading the way.
  • Digital spending is expected to hit $56.8 billion in 2016, 27.8% share of total US ad expenditure, predicted to increase to 30.5% in 2017.
  • In Western Europe, Markets such as UK (+5.4%), Ireland (+7.5%), Sweden (+6.4%), Spain (+5.0%) are showing the highest growth predictions.
  • Advertising expenditure in Western Europe is expected to reach US$94.4 billion in 2016, representing a 17.2% share of global ad spend and increasing by +2.7% in 2017.
  • In the Middle East and North Africa region, the growth of markets is forecast to increase by +1.2% in 2016 and +2.0% in 2017.
  • Egyptian market is expected to increase by +2.4% in 2016 and +3.0% in 2017.
  • UAE, the second largest advertising market in the region, is forecast to show a limited +0.1% increase in 2016 and +0.4% in 2017, while in KSA, forecasts are declining to -1.4% in 2016 and -1.2% in 2017.

CARAT Ad Spend Report, Q3-2016


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