PACA has just released a summary of it Sales Webinar that was conducted in May. The panel consisted of Leslie Hughes from Visual Steam, Candice Murray for Condé Nast and Sonia Wasco from Grant Heilman Photography. You can see the notes and view the power point presentation from the webinar
here.
Global ad spend in 2016 is expected to be $532 billion. Among the data supplied is that worldwide ad spend is expected to increase by an average of 5.6% per year through 2016. But, during the same period Gross Domestic Product (GDP) is expected to grow an average of 6.6% so advertising growth will not keep up with GDP growth according to ZenithOptimedia.
In addition a much higher percentage of ad spend growth will be in Asia (not including Japan), Eastern Europe and Latin America than in the rest of the world. The chart below shows the percentage growth of ad spend in 2013-2014 by region. For the most part the regions where growth will be the greatest are the areas where total spending has been the lowest so they are simply playing catch up.
| Ireland, Spain, Italy, Greece |
-0.9% |
| Japan |
2.2% |
| Northern & Central Europe |
2.4% |
| Australia and New Zealand |
4.5% |
| North America |
4.6% |
| Middle East, North Africa |
7.3% |
| Eastern Europe, Central Asia, China, Korea |
9.5% |
| Latin America |
9.7% |
| India & Southeast Asia |
10.5% |
Other important trends that were pointed out during the webinar was that book publishing revenue in 2013 was $108 billion down 2.6% from the previous year. Magazine revenue for the same period was $100 billion down 8.4%. Book Publishing represents 52% of the total global publishing market and Magazine Publishing 48% according to IBIS World.
Internet publishing is expected to grow 11.1% in the world in 2014 and 12% in the U.S. Not surprisingly this means more of the gross spend for both advertising and editorial will be for electronic uses, not print. After 2016 more will be spent annually on electronic advertising than print. Mobile is only 13% of Internet advertising spend now, but is expected to be 26% by 2016. Mobil ads are growing at 5 times Internet advertising.
Check
here for ideas about how to address these challenges and watch for future PACA Webinars.