MARKETECH APAC’s Post

The global advertising market is forecast to grow by 6.8% year-over-year to close 2024 at $772.4 billion. The UK market boasts even stronger growth in 2024 at 7.5%, revised from the 6% forecast in May Ad spend growth is forecast to continue at 5.9% in 2025, yet still outpacing the global economy by 2.7 percentage points. Algorithmically enabled ad spend is estimated to reach 59.5% of total ad spend in 2024 and 79.0% in 2027. EMEA: Projected growth of 5.0%, with strong digital performance in key markets.  UK: Ad spend is expected to grow by 7.5% in 2024 and 5.7% in 2025 to reach $51.7 billion, thanks to strong growth from digital media. https://lnkd.in/dNV_Rc9W #ads #marketing #digitalmarketing

Global advertising spending has undergone significant changes over the past decade: Global advertising and marketing spending grew by 7.9% in 2022 to reach $1.568 trillion, though growth is expected to slow to 5.3% in 2023[1]. Digital and alternative media spending increased 13% to $746.47 billion in 2022, while traditional media spend grew 3.6% to $821.75 billion[1]. The advertising landscape has shifted dramatically, with digital channels now accounting for over half of total ad spend globally[2][3]. Display advertising was the largest advertising expenditure in 2019[3]. Mobile advertising has also become increasingly prominent, with smartphone usage and social media driving more mobile-based ad spend[3]. Traditional advertising mediums like print newspapers and magazines have seen steep declines, with ad spend now comparable to levels in the early 1980s[3]. Meanwhile, television ad spend peaked in 2014 but is slowly declining as digital platforms gain prominence[3]. The COVID-19 pandemic amplified these trends, with a surge in digital and mobile advertising as consumer behavior shifted[4]. Overall, the advertising industry has undergone a major digital transformation over the past decade, with brands continuously adapting their strategies to changing media consumption patterns[1][2][3]. Sources [1] Global Ad Spend Up 7.5% Last Year, To $714 Billion: Research https://lnkd.in/gXMYENFe [2] Visualizing the Evolution of Global Advertising Spend (1980-2020) https://lnkd.in/eph_898 [3] The evolution of advertising spend over the last 40 years - ask bosco https://lnkd.in/gbtFASQJ [4] This is how COVID-19 is affecting the advertising industry https://lnkd.in/g8G_ru2 [5] Growth of advertising spending worldwide 2000-2024 - Statista https://lnkd.in/gdV_p_s5

dentsu have released our Ad Spend Forecast for May 2024, this is a bi-annual forecast that examine major shifts in ad spend by geography and by media channel across 56 markets, and serve as an important source of client engagement. We will be looking to roll this our to our client over the coming months. Our Head of Investment Ken Lam said, “We are excited to share the latest dentsu global ad spend report, whereby worldwide ad spend is forecasted to increase by 5.0% in 2024. Or an inflation-adjusted 2.6% across top 12 markets as media inflation show signs of slowing, but remains high for Television and more sought-after, premium digital video formats. Closer to home, Australia’s forecast is adjusted to a moderate 1.8% growth in 2024 post a slower start to Q1, with some of the softer demand attributable to Easter timing and reduced spends across key categories including Food & Produce, Utilities and Government. However, there should be greater optimism for advertisers in H2 2024 with opportunities for brands to accelerate growth in a more buoyant market which will be driven by major events across EU (Euro 2024), Globe (Paris Olympics) and the US (Presidential Election) boosting advertising investments locally and globally.” If you are interested in hearing more about the report, please get in touch with your local iProspect Investment contact. Marcelle Gomez Jason Smith Nick Kavanagh Mark Byrne https://lnkd.in/gkYzR-S7

As a digital performance marketing expert, I found the news of Zepto launching its in-house ad solution, Jarvis, particularly interesting. Here's why: The Rise of Quick Commerce Advertising: Zepto entering the ad space validates the growing importance of quick commerce advertising. With users expecting near-instant deliveries, targeted ads within these platforms can be incredibly powerful. Jarvis: Convenience for Brands and Sellers? The reported 8x return on ad spend (ROAS) and user-friendly interface are promising. If Jarvis delivers on these claims, it could be a game-changer for brands and sellers seeking a convenient and potentially high-performing advertising channel. The Open Question: Targeting and Measurement. The article doesn't delve into targeting capabilities or measurement options. These will be crucial factors in determining Jarvis' long-term success. Can Jarvis offer the granular targeting and insightful data attribution needed for effective campaigns? Overall, Zepto's Jarvis is an interesting development in the ever-evolving world of digital advertising. Whether it becomes a major player will depend on its ability to deliver targeted campaigns, insightful data, and the promised high ROAS. Check it out here: https://lnkd.in/duMCdnRv #QuickCommerce #Zepto #Jarvis #DigitalAdvertising #PerformanceMarketing #India #MarketingTech Bonus Tip: If you've tried any quick commerce advertising platforms, share your experience in the comments!

As we navigate through the dynamic landscape of digital advertising, one trend stands out as a game-changer: Retail Media Networks (RMNs). In a recent study by GrabAds and Kantar, we explored how RMNs are reshaping the future of advertising, particularly in Southeast Asia. RMNs, operated by retailers and service providers like superapps, harness rich first-party data to deliver targeted advertising experiences within their ecosystems. This approach not only enhances ad relevance but also ensures seamless transactions, aligning perfectly with evolving consumer expectations. Unlike traditional digital channels, RMNs offer advertisers a unique advantage—a closed-loop attribution that tracks the entire customer journey from ad exposure to conversion. This capability empowers brands to measure Return on Advertising Spend (ROAS) accurately, a feat unmatched by other platforms. At GrabAds, we're witnessing firsthand how RMNs are driving precision, relevance, and effectiveness in digital campaigns, offering a full-funnel solution from awareness to conversion. Look for more to come as I work with IAB Southeast Asia and India to surface an in depth study on the rise of RMN in the region. https://lnkd.in/gaPfCCYx

Global ad revenue is set to exceed $1 trillion in 2025. These changes bring significant challenges and opportunities for us all. The industry is projected to grow by 7.8% in 2024, with UK ad revenue increasing by 4.9%. Despite inflation, consumer spending remains strong, and AI continues to drive business investments. Yet, this growth also means more competition. Key insights from GroupM’s report: 1️⃣ Global ad revenue will grow by 6.8% next year, hitting $1.1 trillion in 2025. 2️⃣ Digital and out-of-home advertising are seeing significant growth. The UK, Europe’s largest ad market, will see digital ads make up 79.2% of total ad revenue. 3️⃣ The biggest players – Google, Meta, ByteDance, Amazon, and Alibaba – dominate the digital space, capturing 77.7% of the market in 2023. This consolidation means more competition for the rest of us. So, how can you stand out? Focus on data-driven strategies, use AI to analyse and adjust your campaigns in real time and embrace new channels like retail media and CTV, which are growing rapidly. How are you planning to adapt your digital marketing strategy for 2024? Thinking about rebranding digitally? DM me for a consultation. 👉 Check out the work we do: https://lnkd.in/eieEjBgk.

Digital advertising has grown significantly, contributing up to 1.1% of U.S. GDP. Big tech companies, such as Google and Meta, generate substantial revenues from targeted ads, benefiting from consumers' online behavior. The expansion of product variety from 1995 to 2015 was partly attributed to digital advertising, which enhanced firms' targeting abilities. However, concerns arise over increased market power for firms, as better targeting may lead to higher prices and profit margins. https://lnkd.in/eqVPwE7r

Digital retail media is on the rise 🆙 Advertising spend is likely to be up 5.6% in the U.S. this year to $360 billion whilst "digital advertising should carve off 76% of all advertising spending in 2028 (versus 64% in 2023)". With digital ad revenue predicted to grow at 10.7%, retail media is projected to be a big mover there, hitting $82 billion in ad revenue by 2028. Brands are looking at ways to capture attention of consumers at point of purchase, but those being smart and building relationships before sales will likely win out. There is a big opportunity for #gamification to play a part in retail media ad spend, enhancing this consumer experience in the lead up, during and post point of sale purchase. Adding a fun and playful element to the advertising experience not only builds #brandaffinity but builds retention and loyalty beyond the sale. https://lnkd.in/gHamKBQB

The rapid growth of e-commerce means Retail Media has reached critical mass – riding a third wave of digital advertising. From 2012 to 2022, the online share of retail trade more than doubled in the UK and more than tripled in Germany, with a 26.5% and 19.6% share respectively according to the Centre for Retail Research. IAB Europe also forecasts that Digital Retail Media advertising spend will exceed €21bn by 2026. To help stakeholders navigate the rapidly growing world of Retail Media, IAB Europe’s Retail Media Committee has taken the lead in defining Retail Media and sharing key expertise through a newly updated comprehensive 101 Guide to Retail Media. This guide, originally released in September 2023, has been refreshed to provide even more valuable insights and updated information, making it an indispensable resource for anyone involved in the digital advertising space. What's New in the Updated Guide? To help stakeholders take the lead and stay informed, our Retail Media Committee has updated the guide to include the following areas: 1. Harmonised Definitions We have introduced new pan-European, harmonised definitions of Retail Media, including on-site, off-site, and digital in-store. These updated definitions ensure that everyone in the industry has a clear and consistent understanding of the key concepts and terms. 2. Enhanced Measurement and Metrics The updated guide includes an expanded measurement and metrics section, featuring more information on IAB Europe's recently released Retail Media Measurement Standards. These standards are crucial for accurately measuring and evaluating the success of Retail Media campaigns. 3. Path to Purchase Infographic A new Path to Purchase Infographic has been added to illustrate how retail and commerce media can be bought. This visual guide simplifies the purchasing process, making it easier for stakeholders to understand and navigate. 4. New Case Studies We have included new case studies to provide real-world examples of successful Retail Media campaigns. These case studies offer practical insights and lessons learned, helping stakeholders apply best practices to their own campaigns. 5. Updated Best Practices The best practices section has been updated to reflect the latest trends and strategies in Retail Media. This section provides tips for optimising Retail Media campaigns and achieving the best possible results. Why You Need This Guide Whether you are a buyer or a seller, this updated 101 Guide to Retail Media is an essential resource for staying ahead in the digital advertising landscape. By providing clear definitions, comprehensive insights, and practical tools, the guide empowers stakeholders to make informed decisions and drive desired outcomes.

Brand safety in programmatic is a top concern for more than half of advertisers and agencies 🚫 But what is being done to address this issue in open web advertising? One of the more surprising findings from our research on The Future of Programmatic, was how few advertisers/agencies are taking steps to improve the transparency and quality of their programmatic campaigns. Less than half of the 100 programmatic experts we surveyed said they had established direct contracts with key supply chain partners (49%); increased direct paths to inventory (36%); obtained access to log-level data (32%); or built a website inclusion list (30%) - all key recommendations from the ANA's 2023 programmatic supply chain study. One slightly depressing explanation for this trend is that the industry no longer believes it is realistic to expect transparency in programmatic advertising - a statement around a third of respondents to our survey agreed with. But there's another explanation too. Which is that rather than deal with the complexity of open web programmatic, it's much easier to shift investment to the walled gardens, which offer speed, convenience and access to scaled audiences. More than three quarters of those we surveyed said they were now spending 40% or less on open web advertising. Despite research suggesting the open web remains the arena in which internet users still spend the majority of their time. Lots to ponder. To read more check out the Future of Programmatic report (link in comments). #ProgrammaticAdvertising #BrandSafety #OpenWebAdvertising