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Global Digital Ad Spending

eMarketer Looks at Regions and Industry Segments

The world’s diverse countries may be more and their frequent willingness to invest in developing

connected than ever before in our digital age; however, markets ahead of local brands.

all are still governed by local economies, infrastructure However, they caution that one should not count

and consumer behaviors. The new eMarketer report, out local brands. For many startups in developing

“Global Digital Ad Spending by Industry: A Country countries, such as Indonesia—where just 7.3% of

by-Country Look.” examines ad spending trends in 20 ad spending was digital in 2015—digital is the most

key markets, and highlights a number of note-worthy affordable advertising medium. Startups often spend

trends.
100% of their ad budgets in that realm.

And while it may be dif cult to nd a singular Additionally, the auto industry is another big

trend that ts every market measured, a few things spender in digital across markets and brands,

are clear: consumers around the globe are increasing especially in countries where auto sales are surging. In

their use of digital devices to access information about China, for instance, automotive digital ad spending was

products and to conduct ecommerce, while brands
expected to increase 3% in 2015. Car buyers around

are responding by increasing their spending in digital the globe are researching purchases online, and digital

channels.
video advertising in this sector is increasing.

eMarketer estimates that 2016 will be the year when

advertisers in the UK spend more on digital advertising

than on traditional media. In 2017, marketers in China

will do the same. A year later, Denmark, Australia and

Norway will join the list.

Even in the three markets where total ad spending

is expected to decline in 2015—France, Finland and

Norway—overall digital advertising spending will

expand.

According to eMarketer, fast-moving consumer

packaged goods brands are digital advertising leaders

in many markets. They conclude that this is due to

multinational brands’ adeptness at such channels,

6 the internationalist