Monday, June 22, 2015

Forecasters Reduce 2015 Outlook: Digital -- Especially Mobile -- Continues To Gain Share

Two of Madison Avenue’s preeminent forecasters -- Interpublic’s Magna Global team and Publicis’ ZenithOptimedia Group’s Head of Forecasting Jonathan Barnard -- have shaved their outlook for the ad economy in 2015.

Magna reduced its outlook for global ad expansion this year by nearly a point and now expects it to grow by 3.9% to $513 billion (down from its previous forecast of a 4.8% expansion), marking a pronounced slowdown from 2014’s 4.9% rate of expansion.

“The nearly one point slowdown in 2015 is largely attributable to the absence of even-year events that generated extra ad spend in 2014,” Magna Director of Global Forecasting Vincent Letang notes in the report released early this morning. After factoring out the incremental effects of events such as the 2014 Winter Olympics Games, the U.S. mid-term elections and the FIFA World Cup tournament, Magna estimates 2015’s ad economy would be essentially flat with 2014.

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