One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
A new report produced by ZenithOptimedia forecasts that global advertising spending will hit US$503 billion by the end of 2013 – growth of 3.5 per cent. This spend will increase by 5.1 per cent in 2014 and 5.9 per cent in 2015, the agency has predicted.
Growth in Internet-based advertising remains the standout: Between 2013 and 2015, ZenithOptimedia predicting growth of 16.4 per cent, with the social media and online video segments growing at 33 per cent and 25 per cent, respectively.
Ad delivery via mobile "has now truly taken off and is growing seven times faster than desktop Internet", the report states.
"We estimate global expenditure on mobile advertising at US$8.3bn in 2012, representing 9.5% of internet expenditure and 1.7 % of advertising across all media. By 2015 we forecast this total to rise to US$33.1bn, which will be 25.2% of internet expenditure and 6.0% of all expenditure."