2018全球广告支出

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1、DENTSUAEGISNETWORKGLOBALADSPENDFORECASTSJANUARY20181FIVEADSPENDTRENDSYOUNEEDTOKNOWIN20181.Ourlatestforecastsshowadspendgrowthacceleratingto3.6%in2018,upfrom3.1%in2017.However,attheeconomylevelthereisamixedpicture:whileadspendgrowthisacceleratinginsomecountries(e.g.Germany,India,theUnitedStates)

2、,inothersitisslowing(e.g.China,Russia,UnitedKingdom).2.Digitalcontinuestopoweradspendgrowthandisforecasttogrowgloballyby12.6%in2018,versus15%in2017,amountingtoUS$220.3billion.3.2018willbetheyearthatdigitalovertakesTV,exceedingevenourownpreviousforecasts.Digitaladspendwillaccountfora38.3%shareof

3、totaladspendin2018,overtakingTVat35.5%.4.Video(24.5%)andsocial(23.5%)willbethemaindriversofgrowthwithindigitaladspendin2018,poweredbysmartphonetake-upandmobile-videoinparticular.5.Mobileadspendwillgofromstrengthtostrengthin2018,reachingUS$121.1billionhavingovertakendesktopasashareoftotaldigital

4、spendin2017.22016a2017f2018fGLOBAL4.7(4.8)3.1(3.8)3.6(4.3)NORTHAMERICA4.8(5.0)2.5(3.6)3.1(4.0)UNITEDSTATES5.0(5.0)2.6(3.6)3.2(4.0)CANADA0.1(3.1)0.0(3.1)1.1(2.7)WESTERNEUROPE4.1(4.0)3.3(3.5)2.6(3.6)UNITEDKINGDOM6.1(6.1)3.2(4.0)2.9(5.9)GERMANY2.8(2.3)2.2(2.6)2.6(3.0)FRANCE0.9(0.9)1.7(1.6)2.0(2.0)

5、ITALY3.5(3.5)0.9(0.8)1.9(1.5)SPAIN6.8(6.8)1.9(5.0)1.4(3.6)C&EE7.6(7.6)8.3(6.6)7.4(6.0)RUSSIA11.4(11.4)12.9(9.8)10.4(7.8)ASIA-PACIFIC4.6(4.7)3.5(4.3)4.2(4.6)AUSTRALIA4.5(4.8)2.7(4.1)2.9(4.8)CHINA7.4(7.4)6.0(6.0)5.4(5.4)INDIA11.9(11.9)9.6(13.0)12.5(12.2)JAPAN1.9(1.9)1.0(1.7)1.6(1.7)LATINAMERICA9.

6、1(11.9)8.1(7.0)8.8(8.9)BRAZIL5.4(5.4)2.1(2.1)5.0(5.0)FiguresinbracketsshowourpreviousforecastsfromJune20173ADSPENDGROWTHISFORECASTGLOBALLYANDINKEYMARKETSIN2018»Globaladspendgrowthisforecasttowith43.6%growthinmobilespend,whichaccelerateto3.6%in2018,upfrom3.1%inwillaccountfor47%oftotaldigitalspen

7、d2017.Thisamountstoglobaladspendofin2018.TheadvertisingmarketinIndiaisUS$589.5billionin2018.Eventssuchastheforecasttogrowbyafurther12.5%in2019.WinterOlympics&Paralympics,theFIFA»Germanyisprojectedtogrowby2.6%WorldCupinRussiaandUSC