Global ad sales will grow 4.6 percent next year to account for about $526 billion, according to new findings from Interpublic research firm Magna Global, which reports on advertising performances in 73 countries.
While a series of events next year will result in isolated, traditional advertising boosts — the 2016 Presidential election, the 2016 Summer Olympics in Rio de Janeiro, Brazil, among others — traditional ad revenues are expected to continue their declines as digital media now leads the charge for global advertising growth.
Advertising sold via digital media surged 17 percent in 2015, to about $160 billion. Compare this to print ad sales, which saw another abysmal year — newspapers dropped 8.6 percent to $6.1 billion, and magazines fell 10.1 percent to $25 billion — and digital is poised to become next year’s sole success story in the global advertising marketplace.
Digital media ad sales are expected to see 13.5 percent gains next year. The lion’s share of this growth in 2016 will be found in mobile advertising — which will grow 42% — video — 35% — and social media — 31%. Banner ad sales will see a dip of about 2 percent next year.
In the U.S., overall ad sales grew about 2.1 percent — to $167 billion — this year. According to the Magna Global report, this growth was “entirely driven” by digital media. U.S. ad revenues in the digital realm grew 19 percent in 2015, to $59 billion. Much of this growth was attributed to video — a 42 percent increase, to $6.3 billion — and social media — a 50 percent uptick to $10.5 billion.
Traditional media ad sales, meanwhile, saw decreases in the U.S. in almost every category: television was down 4 percent, newspapers were down 12.8 percent, magazines fell 13.6 percent, and radio dropped 2.9 percent, which was about even with declines that medium saw last year. Out-of-home advertising, or ads that reach consumers in public places — billboards, movie theaters, mass transit — was the only traditional media category in the U.S. to post gains (about 4 percent).
Mirroring global forecasts, digital media ad sales are expected to surge by double-digit gains in the U.S. again next year, jumping 14.6 percent to $67.8 billion. According to the Magna Global report, digital media ad revenues will “surpass television and become the number one media category in ad revenues” in 2016.
The full report can be read here.
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