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Magna Global announces in Cannes Lions new predictions about global advertising investment
Patricia Molina| 17 de junio de 2014
Magna Global, the strategic media unit of IPG Mediabrands and leader in media intelligence worldwide, presented at the Cannes Lions International Festival of Creativity their new forecasts about global advertising investment: it is expected that the advertising revenue grows by 6.4% to U.S. $ 516 billion this year. This new growth forecast represents a significant acceleration compared to 2013.As expected, the combination of a more robust economic growth and non-recurring events in even years that drive the marketing activity (Olympic Winter Games in Sochi, FIFA World Cup in Brazil, the midterm elections in the U.S.) will be key to generate the strongest annual advertising growth since 2010 (+8.4%).Advertising in Latin America will grow in double digits (+15.4%) due to the high inflation and the passion for football that should compensate the weak economic environment. It is expected in the U.S. this year that advertising revenues grow by 6.0% to U.S. $ 168 billion, a considerable increase compared to 2013 (+2.4%). Meanwhile, one-time sport events of 2014 will contribute to the global growth of television; and the spend on digital will increase by almost 16% to U.S. $ 104 billion.These predictions were supported by a new conference held on June 18th, called Solving the Dilemma Storytelling where UM Donaton Studios along with other executives provided the best prospects for the current situation.
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