Zenith Media today sliced its 4.2 percent projection for 2017 global ad spending growth made last month to 4.0 percent due to lagging advertising outlays in recovering Eurozone, slumping Mexican TV spending and declines in Asia in countries such as Malaysia and Thailand.
That decline was offset somewhat by a rebounding Russia in the aftermath of oil prices and growth in Canada.
ZM, which is part of Publicis Groupe, projects the $558B global ad market will be driven in 2018 by outlays for the Winter Olympics in Korea, World Cup in Russia and mid-term elections here.
Social media (in-feed ads, video and sponsored content) continues to be a bright spot in the market.
ZM forecasts social will drive spark a 14 percent growth in display advertising during the 2016-2019 time frame.