Global ad spending will rise 2.8% to more than half a trillion dollars in 2013, driven by continued adoption of digital devices and internet connectivity, according to eMarketer’s latest Global Media Intelligence Report, produced in collaboration with Starcom MediaVest Group.
Still, the global economy is in recovery mode, and while total media ad spending will be up this year, the rate of increase will not be particularly strong compared to last year’s 4.4% spending increase. In total, eMarketer estimates ad expenditures around the world will reach $517.10 billion this year.
Digital, however, is a bright spot—particularly mobile. eMarketer estimates spending on digital advertising will reach $117.60 billion this year, up 13.0% compared to 2012 levels, while mobile spending will hit nearly $15.82 billion, representing a whopping 79.7% year-over-year increase.
Much of the spending growth stems from broader digital adoption on the part of consumers. The full report, which covers six major regions—including Asia-Pacific, Western Europe, Central and Eastern Europe, the Middle East and Africa, North America, and Latin America—and 40 countries, paints a picture of continued device adoption globally.
The Global Media Intelligence Report is eMarketer’s largest and most comprehensive snapshot of the state of media usage and spending globally. The report contains more than 700 charts collected from over 150 global research sources, which SMG helped identify and gather for local and core global markets, in addition to benchmarks, analysis and context provided by eMarketer.