Spin the globe in 2014 and you'll see positive signs for advertising across the planet. Ad spending finally is on track to increase in all regions, and the pace of global spending is picking up. Here are 10 points to keep in mind about the worldwide ad market.
Insights gleaned from a forecast that Publicis Groupe's ZenithOptimedia is releasing today:
Global ad spending is gaining momentum. Worldwide spending will rise a robust 5.3% in 2014 and 5.8% in 2015 and 2016, up from 3.6% in 2013. Put another way, the ad market next year will essentially match its pre-recession growth rate (5.4% in 2007).
Global spending is at an all-time high. Ad spending in 2013 will top $500 billion for the first time. That's $90 for each person living in the markets tracked by ZenithOptimedia.
U.S. spending remains below pre-recession levels. The U.S. won't pass its 2007 ad-spending peak (about $178 billion) until 2015. But U.S. ad growth is accelerating; ZenithOptimedia predicts a 4.7% increase in 2014, the fastest growth since 2004. It expects a 4.6% increase in 2015 and 4.1% in 2016.