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Magna Global expects 4,8% growth in global advertising revenue
Patricia Molina| 9 de diciembre de 2014
Magna Global, global media strategy unit of IPG Mediabrands, estimates that advertising revenues will reach US $ 536 billion in 2015.Among the most relevant data it is included that Latin America has the highest nominal growth in advertising spending of any global region. The US, China and Russia are on a smaller scale, but Europe is recovering.The favorable economic outlook expected for next year will not compensate the negative impact caused this year by non-recurring events such as the Olympics, World Cup or the midterm elections in the US. It is believed that these events generated an extra point for advertising growth in 2014.Despite the stability and consistency in the growth forecast for 2015, there have been major revisions for each country. Among the countries with more opportunities to improvement are Australia, India, Japan, Spain and the UK, which grow faster than estimated. China, Russia, Germany, Brazil and Canada also show an increase, but at a slower pace than expected.”Western Europe finally showed growth this year, and similar growth is expected in 2015,” Vincent Letang predicted, executive VP and director of Global Forecasting of Magna Global. Similarly, it is stated that digital media had some boost this year, driven by mobile campaigns and social formats, providing for the coming year that global digital revenues reach 30% worldwide.
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