ZenithOptimedia: Every 4 years events will help grow international ad market in 2012

Cristina Blanaru Creativity, Studies

ZenithOptimedia made public its predictions for the next year, estimating that the events that take place every 4 years will be the one that will help grow the international ad market in 2012, in spite of the economic difficulties.

ZO expects the global advertising investments to grow 4.7% in 2012, from 3.5% in 2011, while the periodic events and Japanese relaunch will contribute with US 7BN to the growth of the international market. Moreover, ZO notices that companies favor more now the investments in marketing than in 2008, when the actual economical crisis started.

Also, the predictions are that 10 developing markets will represent half of the total growth of ad spend between 2011-2014, with the quota of the developing markets estimated to grow from 32.3% to 35.9% in the total ad spend in the next 3 years.

Internet will continue to attract ad budgets and will grow from 15.9% in 2011 to 21.2% in 2014 from the total ad spendings, crossing over 30% in 4 markets.

In what concerns Central and Eastern Europe, the growth is estimated at 8% in 2012, with growth prediction until 10.6% in 2014.

Total ad spendings at the end of this year are estimated at US 464BN and will reach to US 486BN by the end of 2012.

The increase in ad spending is the result of the events that take place every 4 years and of Japanese recovery after the massive earthquake in March. Every 4 years, Summer Olympic Games, the European Football Championship, US presidential elections and from other countries (Romania included in 2012), are driving the growth of the international ad market.

The biggest contribution to the international market comes from developing countries, estimated to represent 58% from the new ad investments in 2011-2014. Asia Pacific,  Central and Eastern Europe and Latin America are expanding much faster than the developed countries as a result of their economical performances and their future potential.

Read more from ZenithOptimedia Adspend Forecasts.