Ad spend on the rise

By By Wenlei Ma | 9 March 2011
 

Ad spend in Australia will increase 5.8% in 2012, while online advertising will lead ad spend growth across 12 global markets, according to a report from Warc.

Marketing intelligence company Warc has released the results of its quarterly International Ad Forecast report, looking at main media ad spend across 12 markets including Australia, UK, US and Japan.

The report found that ad spend will increase 5.5% in 2012 on average, with Australia just above the mean at 5.8%. India will register the highest increase, clocking in at 18.5%, followed by Russia, China and Brazil.

The Warc report also looked at how ad spends will increase by medium with the internet by far the big growth driver, to increase 12.7%. Outdoor, television, cinema and radio ad spend will increase between 4.4% to 4.8% while magazines and newspapers should expect a decrease of 0.4% and 0.8%, respectively.

The report credited the growth of emerging markets and the rise of internet advertising as the reason behind a continued growth in ad spend. The remainder of the 12 markets surveyed are Canada, US, Italy, Germany, UK, France and Japan, who at 1.2% will have the slowest growth.

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