Staff Reporters
Oct 25, 2019

WARC predicts 6% adspend growth next year

TOP OF THE CHARTS: 2020 adspend is set to rise across all product categories, with internet spend leading the way and total investment reaching US$656 billion, according to the latest figures from Warc.

WARC predicts 6% adspend growth next year

Advertising spend will increase across all 19 product categories Warc monitors next year, leading to overall global growth of 6% to $656 billion. This represents an improvement over the 2.5% rise estimated for 2019 but a slowdown compared to 2018's 7.3% growth.

According to Warc, eight product categories are set to outpace the global rate in terms of increased advertising investment next year: financial services (11.8%), household & domestic (10.5%), transport & tourism (9.0%), telecoms & utilities (8.5%), technology & electronics (8.4%), alcoholic drinks (6.9%), automotive (6.8%) and soft drinks (6.5%).

The figures come from Warc's "Global Ad Trends report - product category advertising investment 2020".

Warc also noted that internet formats, combined, will account for over half of global ad investment for the first time in 2020, but added that global ad investment is flat if you don't count Facebook, Google and Amazon.


James McDonald, Managing Editor, WARC Data:

Weak macroeconomic indices, waning business confidence and rising geopolitical tensions have increased the possibility of a recession in 2020. Within this climate, our forecast of six percent growth in global advertising investment may seem optimistic, but these projections are in line with those from the IMF and Euromonitor for GDP and consumer spend, respectively.

More information is available from Warc.

This article is filed under...
Top of the Charts: Highlights of recent and relevant research

 

Related Articles

Just Published

1 hour ago

Could China’s short drama boom create lucrative IP?

Short dramas are racking up hundreds of millions of views on China's video platforms, but producers are grappling with how to sustainably monetise the format.

4 hours ago

Dr Oetker picks Adam & Eve/DDB to lead global ...

BBDO, the incumbent, will continue to handle Germany.

2 days ago

Converse opens sustainability-minded retail space ...

An experimental retail location, Renew Labs Fitzroy, showcases the footwear brand's creativity, co-creation, and "inclusive ideation towards a more sustainable future".

2 days ago

This film about a dancer will make your heart soar

Don't miss 'The dancer', from BNZ and Colenso BBDO, a gorgeous film for anyone who's ever felt isolated and then found their tribe.