Dive Brief:
- Global ad spending is set to slow next year, lacking revenue from big events in 2014 like the World Cup and the Winter Olympics.
- Over the past year, global media advertising sales rose 5.5% to $512 billion, Magna Global estimated. But next year, the gain will likely slow to 4.8%.
- Deflationary effects from the rise in digital media will also play a role in the slowdown.
Dive Insight:
Worldwide, mobile and social media campaigns boosted digital media revenue by 17.2% in 2014, to $142 billion. Magna Global expects the category to grow another 15.1% in 2015, reaching $163 billion.
The figures are yet another example of people turning to digital media, and advertisers following them. The appeal that digital venues have will likely change the way things are done on Madison Avenue, where advertising firms will begin putting a greater imprint on digital sources. So don't be surprised if the Geico gecko and the Pillsbury doughboy start showing up on your computer screens with increasing frequency.
