Advertising spend growth in Australia will be around half that of the global average for 2013, according to ZenithOptimedia and mobile spend is lagging despite strong smartphone penetration.
The firm's global ad forecast report suggests local spend will grow 1.8% in 2013 compared to 3.5% globally. Next year it predicts growth in Australia of 2.4% with growth of 2.7% in 2015.
Digital continues to drive growth, but TV remains solid, according to the company's numbers. Subscription TV continues to outpace free to air and is expected to deliver 8.5% growth for 2013.
Despite Australia's high smartphone and tablet penetration, ZO's figures suggest the market has not yet cracked mobile advertising. Growth is strong (163% predicted for the year) but off a low base. Mobile ad revenue in Australia represents 1.8% of total media expenditure. Globally it will represent 2.8% of total revenue, said the firm.
“The market in 2013 was short, volatile and flat if you exclude election spending," said COO Andrew Sherman. "We are looking forward to a more stable market with modest growth in 2014 and 2015. This growth will be lead by digital and it’s exciting to see the increasing role of mobile in driving this growth."
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