Top Page | English | 简体中文 | 繁體中文 | 한국어 | 日本語
Wednesday, 29 November 2017, 20:30 HKT/SGT
Share:
    

Source: WARC
Mobile is world's second-largest advertising medium, representing 23% of global adspend
Global Ad Trends - A focus on mobile

LONDON, Nov 29, 2017 - (ACN Newswire) - WARC, the international authority on advertising and media effectiveness, has released its latest monthly Global Ad Trends report digesting up-to-date insights and evidenced thinking from the worldwide advertising industry.

Focusing on mobile, this latest Global Ad Trends report includes key findings based on data from WARC's 12 key markets - Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, United Kingdom and United States - which between them account for approximately two-thirds of the value of global ad trade.

Mobile is now the world's second-largest advertising medium

Mobile is now the second-largest ad medium by spend, having overtaken desktop internet for the first time this year. With an anticipated year-on-year growth rate of 35.2%, mobile adspend across all formats is expected to amount to $98.3bn in 2017, representing 23% of global spend.

WARC estimates that 51% of total mobile advertising expenditure for this year will be allocated to search. Display formats are expected to account for 45% and classified and other spend 4%.

The largest mobile markets are the US, China and the UK. TV is expected to remain the world's largest ad medium by spend this year and next, at around $139bn.

Almost all of Facebook's ad revenue now comes from mobile

Social networking accounts for over a third of daily online time via all devices (2hrs 15mins), and one in seven people (1.1bn) access Facebook via a mobile device each day.

Mobile's share of Facebook's ad revenue is expected to equate to 88% ($34bn) for 2017, up 5 percentage points from 2016.

With mobile display adspend expected to reach $45.2bn within WARC's 12 key markets this year, there is a strong correlation between Facebook's global mobile ad growth and the growth of mobile display in the markets. However whilst mobile growth will far outpace all other media, as Facebook's mobile ad revenue growth eases (a forecast rise of 40% in 2017 versus 70% in 2016), global mobile display growth will also cool.

The duopoly of Facebook and Google accounts for a quarter of global advertising spend

A comparison of company revenues with data in WARC's Adspend Database, which contains adspend data for 96 markets, shows that the duopoly of Facebook and Google will account for 61% of all online advertising expenditure this year, up from 58% in 2016 and 47% in 2012.

Further, the anticipated $133bn in combined revenue will equate to a quarter of all adspend worldwide in 2017, up from a fifth in 2016 and just 9.4% in 2012.

James McDonald, Data Editor, WARC, says: "Daily mobile time has more than doubled over the last five years - from 1hr 17mins in 2012 to 3hrs 2mins in 2017 - and our research demonstrates how marketers are looking to capitalise on this by investing more in social, video and native mobile formats over the coming years. Much of this influx has been to the benefit of the duopoly - Facebook and Google - where one in four dollars of global advertising is now spent."

Global Media Analysis: A round-up of the importance of mobile

Mobile advertising accounts for:

- 23% of global advertising spend this year
- 55% of North American marketers aim to focus on mobile branded content by 2022
- 88% of Facebook's ad revenue attributed to mobile in 2017
- 92% of Facebook's daily users use mobile
- 135% increase in daily mobile time since 2012

Other new key media intelligence on WARC Data

- Programmatic accounts for over a third of the value of US ad trade
- Advertising expenditure has grown faster than the global economy since 1980
- 100% pixels is twice as effective as current online video industry standard

Global Ad Trends is part of WARC Data, a newly enhanced dedicated online service featuring current advertising benchmarks, data points, ad trends and user-generated expanded databases.

Aimed at media and brand owners, market analysts, media, advertising and research agencies as well as academics, WARC Data provides current advertising and media information, hard facts and figures - essential market intelligence for ad industry related business, strategy and planning required in any decision making process.

WARC Data is available by subscription only. For more information visit www.warc.com/data.


About WARC

- your global authority on advertising and media effectiveness

warc.com is an online service offering advertising best practice, evidence and insights from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC's clients include the world's largest advertising and media agencies, research companies, universities and advertisers.

WARC hosts four global and two regional case study competitions: WARC Awards, WARC Innovation Awards, WARC Media Awards, The Admap prize, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy.

WARC also publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of Market Research. In addition to its own content, WARC features advertising case studies and best practices from more than 50 respected industry sources, including: ARF, Effies, Cannes Lions, ESOMAR and IPA.

Founded in 1985, WARC is privately owned and has offices in the UK, U.S. and Singapore.

Contact:
Amanda Benfell
PR Manager
+44 20 7467 8125
amanda.benfell@warc.com


Nov 29, 2017 20:30 HKT/SGT
Source: WARC

Topic: Research / Industry Report
Sectors: Media, Advertising
http://www.acnnewswire.com
From the Asia Corporate News Network


Copyright © 2017 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.



WARC
Dec 12, 2017 17:00 HKT/SGT
WARC Awards 2018 - Effective Innovation jury announced
Dec 7, 2017 07:41 HKT/SGT
Five key marketing challenges for the coming year: CX, data, digital transparency, redefining purpose, voice
Dec 6, 2017 17:30 HKT/SGT
WARC Media Awards 2017 - Effective Use of Partnerships & Sponsorships Shortlist announced
Nov 29, 2017 17:00 HKT/SGT
WARC Media Awards 2017 - Best Use of Data Shortlist announced
Nov 28, 2017 18:00 HKT/SGT
WARC reveals effective social strategy trends
Nov 27, 2017 17:00 HKT/SGT
WARC Awards 2018 open for entries - a global search for next-generation marketing effectiveness
Nov 23, 2017 09:00 HKT/SGT
WARC Reveals Effective Asian Marketing Trends 2017
Nov 15, 2017 16:42 HKT/SGT
WARC Media Awards 2017 - Effective Use of Tech shortlist announced
Nov 14, 2017 18:36 HKT/SGT
P&G stands up for racial equality in a divided nation
Nov 7, 2017 16:30 HKT/SGT
TV takes almost two-thirds of successful big-budget ad campaigns
More news >>
 News Alerts
Copyright © 2017 ACN Newswire - Asia Corporate News Network
Home | About us | Services | Partners | Events | Login | Contact us | Privacy Policy | Terms of Use | RSS
US: +1 800 291 0906 | Beijing: +86 10 8405 3688 | Hong Kong: +852 2217 2912 | Singapore: +65 6304 8926 | Tokyo: +81 3 6721 7212

Connect With us: