Global Ad Spend Estimates Lowered On Weak European Economy, Latin America To See Highest Rate Of Growth

The weakened European economy has led eMarketer to revise its 2012 global media ad spending estimates down from close to $520 billion to just over $509 billion. The revision is based on ad spending figures from more than four dozen companies that track ad spending — including research firms, media buyers and investment banks — that eMarketer analyzes.

Overall, global ad spending grew 5.4% in 2012, up from 3.8% in 2011. eMarketer predicts 2013 will stay on pace with 5.2% growth to hit $535.5 billion. Though 2017, the research company expects growth trends to remain steady, ranging between 4.4% to 5.5%, reaching $647.6 billion at the end of the forecast period.

Though still dwarfed by the top three regions, Latin America will experience the biggest growth in ad spend as “brands will increase ad spending by double-digit percentages” over the next 5 years.  eMarketer estimates ad spending in Latin America will increase 60% from $34.2 billion in 2012 to $54.9 billion in 2017.

Notably, while North America and Western Europe will see growth in ad spend, they are expected to lose share to Latin America, Asia-Pacific and Central & Eastern Europe.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.