June investments in Digital and Mobile predict continuous growth in 2016

The World Economics Global Marketing Index (GMI) for June recorded values of 55.7, 54.7 and 55.8 in Europe, the Asia-Pacific area and the Americas respectively, reflecting a strong in marketing activity across regions.

This growth, however, is essentially driven by the allocation of marketing budgets assigned to Internet Media with an index value of 77.1 for Digital and 73.9 for Mobile advertising suggesting the two media on course to have the largest share of marketing budgets by 2016.Global Marketing Budgets by Media

For the seventh consecutive month, TV budgets have been falling down with an index recorded of 45.0. in the Asia-Pacific region; Radio and OOH expenditures followed a similar trend while allocations to Press spending in marketing budgets recorded the highest decline across all regions.

Marketing Budget by RegionThe Index for Global Marketing Budgets growth in June registered a value of 52.7, up by 0.9 on the month before.Whilst the index fell by 0.2 to reach 52.9, the fourth monthly successive fall in the Asia-Pacific region.

World Economics Chief Executive Ed Jones commented on the release:

“The Headline Global Marketing Index reading for June indicates that marketing activity is still growing across the world and in all regions. Marketing Budgets are still expanding and spending on Mobile and Digital media continue to take a rapidly growing share, while other media are declining.”

Source: WARC





PwC forecasts advertising investments to reach $16.4 billion by 2019

This week, PwC published their 14th edition of The Australian Entertainment and Media Outook 2015 – 2019.  The study forecasts advertising spends to increase by 4.8% from 12.9 billions in 2014 to $16.4 billions and internet advertising set to account for more than 50% of the total Australian advertising market by 2019.

Innovation through disruption is a key focus for the success and growth of the industry where start-ups have potential to contribute $109 billion or 4% of GDP to the economy by 2033*. Despite innovation being pretty poor in Australia due to multiple hurdles from the lack of investment in R&D to universities not delivering enough quality research, the study gives a voice to some significant entrepreneurs and investors who are trying to inspire that change in the economy.

‘While technology underpins nearly all disruptive start-ups, innovation goes beyond technology and can be applied to service, relationships, content, distribution, business models and funding.’

In the feature on the emergence and usage of mobile in the society, PwC describes how much technology has influenced business models from brands urging them to shift to consumer-centric solutions, as well as publishing and advertising landscape being shaken by agile ad-tech players, revealing how data is becoming a competitive advantage to survive on this market.

The study also provides a rich list of resources such as the summary of the key players in entertainment and media, operating in Australia produced by MediaScope.

*‘The start-up economy: How to support tech start-ups and accelerate Australian innovation’, PwC, April 2013

Source & copyright: PwC

PWC_Entertainment media outlook