2018全球广告支出（英文）

1GLOBAL AD SPEND FORECASTSJANUARY 2018DENTSU AEGIS NETWORK2FIVE AD SPEND TRENDS YOU NEED TO KNOW IN 20181. 2. 3. 4. 5. 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). 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. 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%. 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.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. 3Figures in brackets show our previous forecasts from June 2017GLOBAL 4.7 (4.8)3.1 (3.8)3.6 (4.3)NORTH AMERICA 4.8 (5.0) 2.5 (3.6) 3.1 (4.0)UNITED STATES5.0 (5.0) 2.6 (3.6) 3.2 (4.0)CANADA 0.1 (3.1)0.0 (3.1)1.1 (2.7)WESTERN EUROPE 4.1 (4.0) 3.3 (3.5) 2.6 (3.6)UNITED KINGDOM 6.1 (6.1) 3.2 (4.0) 2.9 (5.9)GERMANY 2.8 (2.3) 2.2 (2.6) 2.6 (3.0)FRANCE 0.9 (0.9) 1.7 (1.6) 2.0 (2.0)ITALY 3.5 (3.5) 0.9 (0.8) 1.9 (1.5)SPAIN6.8 (6.8)1.9 (5.0)1.4 (3.6)C&EE 7.6 (7.6) 8.3 (6.6) 7.4 (6.0)RUSSIA 11.4 (11.4)12.9 (9.8)10.4 (7.8)ASIA-PACIFIC 4.6 (4.7) 3.5 (4.3) 4.2 (4.6)AUSTRALIA 4.5 (4.8) 2.7 (4.1) 2.9 (4.8)CHINA 7.4 (7.4) 6.0 (6.0) 5.4 (5.4)INDIA 11.9 (11.9)9.6 (13.0)12.5 (12.2)JAPAN1.9 (1.9)1.0 (1.7)1.6 (1.7)LATIN AMERICA 9.1 (11.9) 8.1 (7.0) 8.8 (8.9)BRAZIL 5.4 (5.4) 2.1 (2.1) 5.0 (5.0)2016a2017f2018f4AD SPEND GROWTH IS FORECAST GLOBALLY AND IN KEY MARKETS IN 2018 » Global ad spend growth is forecast to accelerate to 3.6% in 2018, up from 3.1% in 2017. This amounts to global ad spend of US$589.5 billion in 2018. Events such as the Winter Olympics & Paralympics, the FIFA World Cup in Russia and US Congressional elections will help to drive this growth. » The United States remains the number 1 contributor to incremental global ad spend in 2018, contributing US$6.8 billion (33.4%) of the total US$20.3 billion increase in new ad dollars. US ad spend is projected to grow by 3.2% in 2018 (up from 2.6% in 2017) to hit US$216.9 billion—37% of global ad spend. However, the total market forecast has been revised down from the 4.0% forecast in the June 2017 report following signs of a softening TV market in the back end of 2017 affecting the global growth forecast for 2018. » India is forecast to grow by 12.5% in 2018, up from 9.6% in 2017, reflecting its solid economic growth trajectory. Digital media spend is forecast to increase by 30% in 2018 with 43.6% growth in mobile spend, which will account for 47% of