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ZenithOptimedia predicts global ad expenditure will grow 4.6% in 2013, reaching US$525bn by the end of the year. As has been the case since the economic downturn began in 2007, this growth will be led by developing markets, which they forecast to grow by 8% on average in 2013; expecting Central and Eastern Europe to bounce back after a tough 2012 with 7.4% growth in 2013, while Asia Pacific (excluding Japan) grows by 8.2%, and Latin America grows by 10.1%.

North America has had a particularly strong 2012, thanks to record Olympic audiences and heavier than expected political advertising in the US. Despite the tough comparison, ZO still expects solid 3.6% growth from North America in 2013.

Digital media – particularly internet advertising – are supplying most of the growth in spend by medium. ZO forecasts internet advertising to grow by 15.1% in 2013, with traditional media growing by 2.3%.

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Online advertising spend has displayed significant growth over the last 10 years and analysts expect this trend to continue. However, a large discrepancy persists between internet time allocation in total “media time” and online advertising revenue.

Online advertising growth has been historically led by performance-based marketing; tapping into the huge reservoir of brand-oriented marketing spend will be key in closing the media discrepancy. This will be done by further blurring the lines between branding and performance marketing through the use of innovative formats, measuring technologies and improved targeting.

Nicolas Von Bülow, Founding Partner, Clipperton, comments: “Historically, online marketing growth has been driven by performance-oriented advertising players. Brand marketing, however, remains a relatively untapped reservoir of advertising dollars. We believe the emergence of a new breed of players focused on blurring the lines between performance and branding marketing will open new avenues for growth in the online advertising space. These players are already leveraging new formats and devices as well as improved targeting and measuring technology to succeed in this space.”

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Tanja Sanders is Managing Director, International at myThings.

I love Salmon. This wonderful fish is one of the best ambassadors of Nordic excellence. However, it can also illustrate a case in point I’d like to make regarding the state of display advertising and E-commerce in this region. How so?

Before I go back to maritime culinary delights, let’s inspect an inherent contradiction in the Nordic markets.
On the one hand, e-commerce in the Nordics is booming and slated to account for almost €11bn in revenues per year, the 4th largest in the EU! More than eight in ten Nordic consumers shopped online at least once last year, each spending an average of €675 per annum. Here’s a great infographic illustrating this:

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It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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