Digital to reach 48% of total UK ad spend in 2015
The report, based on data received from 59 markets across the Americas, Asia Pacific and EMEA, predicted that 2015 ad spend across all media will increase by US$23.8bn to reach US$540bn. This accounts for a 4.6% year-on-year increase, and is driven primarily by a 50% rise in mobile spending and a 21% rise in online video spending. The UK market is predicted to grow by 6.4%, with only the print market expected to slow down.
Digital media, with an overall predicted US$17.1bn (or 15.7%) increase in spend in 2015, is outpacing previous Carat predictions from September 2014. Globally, digital is predicted to account for around 26% of total advertising spend in 2016.
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