Advertising revenue is expected to grow 3.7 per cent globally in 2017 to $504 billion, according to the latest MAGNA forecast on global advertising. Indian media owners’ advertising sales will grow 11.5 per cent, a little below the earlier forecast by MAGNA (13.5 per cent) but in line with last year’s growth (11.8 per cent).
AS DIGITAL is set to overtake TV this year in terms of advertising spends, MAGNA predicts mobile advertising to pass the $100-billion mark for the first time this year ($110 bn). Mobile drives growth within digital, as the majority of ad sales (54 per cent) are now generated by impressions and clicks on smartphones.
Digital will continue its rise and grow 14 per cent this year, while offline ad sales (TV, print, radio, out of-home) will drop 2 per cent. MAGNA also expects online advertising to pass the $200-billion mark ($204 billion) and lead advertising sales globally, with 40 per cent of total ad sales compared to the 36 per cent for TV.
Video and social formats will continue to drive digital advertising growth (over 30 per cent), while paid search will grow in double digit (over 13 per cent) to remain the lead format accounting for almost half of digital ad sales.
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