Marketing trends for 2015, Part 1

Ad Age recently published an interesting “2015 Marketing Fact Pack”, which talks about the biggest players and market developments regarding advertising. It is packed with data on spending, agencies, and consumer media trends. Mars registers as the 9th largest global advertiser (rankings based on 2013 data).

Among its key findings:

  • The average of GroupM, Magna Global and ZenithOptimedia forecasts suggests U.S. advertising growth of 3.5% in 2015, down from 4.0% in 2014; and worldwide ad growth of 4.9% in 2015, a slight uptick from 4.8% in 2014.
  • ZenithOptimedia projects 2015 U.S. media spending will reach $182.7 billion, passing the previous peak set in prerecession 2007. It expects 2015 total media and marketing-services spending to reach a record $405.6 billion—$1,262 per person in the U.S.
  • ZenithOptimedia expects the internet to account for more than one-third of U.S. ad spending in 2017, four times the level of 2007. It expects the internet’s share of worldwide ad spending to top 31% in 2017.

Image source: Ad Age

--Melanie E. Zaglia

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