Digital Marketing Researches & Reports

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

                                   A Figure Shows The Top 5 Share of Spend Markets Globally, 2016.


CARAT is the #1 Global Media Network and the fastest growing, according to RECMA. CARAT's vision is to Redefine Media and create better client business value through their command of media convergence. CARAT creates innovative media campaigns that work across platforms and deliver real business value. CARAT is a part of Dentsu Aegis Network. Together they are 23,000 people in five continents, across 24 time zones, pioneering and delivering the most effective brand, media and digital communications, solutions for their clients.

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