电通安吉斯：2020年全球广告支出预测（英文版）(20页).pdf

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1、Global Ad Spend Forecasts January 2020 The decline of traditional advertising mediums continues, with printed newspapers and magazines forecast at -7.1% and -6.3% respectively in 2020. However, TV and radio are expected to make a modest recovery at 0.6% and 1.7% respectively. Voice assistants and ad

2、dressable TV are breathing new life into traditional media. Online video is expected to grow at 14.6% in 2020. Mobile is set to overtake TV ad spend share in 2020. Global ad spend growth is forecast at 3.9% in 2020, amounting to US$615.4 billion. However, ad spend is expected to decline in some key

3、markets in 2020 including Germany, Spain and Italy, reflecting economic trends in those countries. China and India are on different paths in terms of ad spend growth, forecast at 5.6% and 10.9% respectively. Latin America is growing rapidly driven by digital ad spend. Global digital ad spend growth

4、is forecast at 10.5% in 2020, amounting to US$276 billion. Top ad spend trends in 2020 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 2.Global Ad Spend Forecasts January 2020 Against a backdrop of long-running trends shaping ad spendthe increasing power of digital, the rise of mobilethere are a number of ways in wh

5、ich 2020 looks set to be different. Lets take a look at the key ad spend trends this year from both a market and a media perspective. Whats new in 2020? Market outlook: Events drive ad spend globally Global ad spend growth is forecast at 3.9% in 2020, amounting to US$615.4 billion, propelled by a nu

6、mber of key sporting and political events such as the Tokyo Olympics and Paralympics 2020, UEFA European Football Championships and the US Presidential elections. The US elections alone are estimated to attract as much as $10 billion in additional ad spend. Global Ad Spend Forecasts January 20203. T