Insights from DAN’s forecasts to help you plan your ads better
According to the Dentsu Aegis Network’s (DAN) latest Ad Spend Forecasts, based on data received from 59 markets, global spend to hit US$589.5 billion as growth accelerates to 3.6 percent in 2018.
A snapshot of key insights first
The company is bullish on digital and believes that digital media channels will power ad spend growth across the globe, growing to reach US$220.3 billion in 2018, a growth of 12.6 percent.
The forecast suggests that mobile ad spends will increase, reaching US$121.1 billion. Last year, it overtook desktop ad spends as a share of total digital spends. Desktop, said DAN, will continue to lose global share (-1.5 percent since 2016), versus mobile’s gains (8.2 percent since 2016).
This year, digital is expected to overtake TV and will account for 38.3 percent share of total ad spend, while TV will barely touch 35.5 percent of the pie.
Paid search accounts for the lion’s share (40 percent) of digital ad spends, with voice-activated devices accelerating its growth. Amazon’s Alexa app was the top app for Android and iPhone on Christmas Day 2017.
Events on the global stage such as the Winter Olympics & Paralympics, FIFA World Cup in Russia, and the US Congressional elections are expected to stimulate ad spend growth.
It is expected that video (24.5 percent) and social (23.5 percent) will also drive growth within digital ad spends, powered by smartphone take-up and mobile-video in particular.
Finally, while forecasts suggest that ad spends in the United States, Germany, and India will grow faster in 2018 versus 2017, there are signs of a slowdown in the United Kingdom, Russia, and China.
Decoding these insights for your 2018 media plan
No matter your budget, these insights can help you find ways to alter your plan for 2018 so that you’re making the most of your investments and reaching your audience in the best possible way.
First and foremost, the findings suggest that your business should implement a great and more conscious effort to promote itself on mobile devices.
They also suggest a stronger focus on video content and video ads, balanced with a continued focus on search engine marketing.
If relevant to you, mark important events on the calendar and create a buzz around your product with targeted campaigns that leverage interest in the event though hashtags and official social media accounts to your advantage.