An OAAA Special Report
Global ad investment will grow 6 percent to $656 billion in 2020, according to a forecast by market research firm WARC. Internet formats will account for over half of global ad revenue, led by Amazon, Facebook, and Google. Global ad investment will grow 6 percent to $656 billion in 2020, according to a forecast by market research firm WARC. Internet formats will account for over half of global ad revenue, led by Amazon, Facebook, and Google.
The report estimates OOH (excluding cinema) will rise to 6 percent share of ad investment, ranked 4th under Facebook (12.9%), Alphabet (23.1%), and TV (29.9%). A decade ago, OOH was 6th in ad spend share under Newspapers (1), TV (2), Magazines (2), Radio (4), and Alphabet (5).
Growth is expected in all product categories next year, with eight set to increase advertising investment ahead of the global rate:
- financial services (+11.8%)
- household & domestic (+10.5%)
- transport & tourism (+9.0%)
- telecoms & utilities (+8.5%)
- technology & electronics (+8.4%)
- alcoholic drinks (+6.9%)
- automotive (+6.8%)
- soft drinks (+6.5%)
Internet is the fastest-growing ad medium in each category except technology & electronics, where OOH is set to rise fastest at 11.4 percent.
The report predicts OOH growth will also be significant in the following product categories:
- clothing & accessories (+14.8%)
- financial services (13.6%)
- pharma & healthcare (14.8%) (cinema will grow 16.7%)
- soft drinks (11.5%)
WARC Subscribers can access the full report here.
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