2018全球广告支出（英文）

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2018全球广告支出（英文）
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FIVE AD SPEND TRENDS YOU
NEED TO KNOW IN 2018
1.Our latest forecasts show ad spend growth
accelerating to 3.6% in 2018, up from 3.1% in 2017.
However, at the economy level there is a mixed
picture: while ad spend growth is accelerating in
some countries (e.g. Germany, India, the United
States), in others it is slowing (e.g. China, Russia,
United Kingdom).
2.Digital continues to power ad spend growth and is
forecast to grow globally by 12.6% in 2018, versus
15% in 2017, amounting to US$220.3 billion.
3.2018 will be the year that digital overtakes TV,
exceeding even our own previous forecasts. Digital
ad spend will account for a 38.3% share of total ad
spend in 2018, overtaking TV at 35.5%.
4.Video (24.5%) and social (23.5%) will be the main
drivers of growth within digital ad spend in 2018,
powered by smartphone take-up and mobile-video
in particular.
5.Mobile ad spend will go from strength to strength
in 2018, reaching US$121.1 billion having overtaken
desktop as a share of total digital spend in 2017.