Magna Global, the strategic global media unit of IPG Mediabrands, has brought out its ad revenue predictions for India and the global market for 2015. It sees India as the most dynamic among the four BRIC nations with expected growth of 13.3 per cent in advertising revenue in 2015.
Among different media, television will see interest because of digitisation. However, hurdles will remain in the form of advertising time restriction pending decision, BARC's viewership measurement and innovation in access tariffs by platform owners. Meanwhile, Digital India initiative by Government will add to internet access population and payment banks will boost e-retail.
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Meanwhile, globally, media owner advertising revenues are forecast to grow by +4.8 per cent in 2015 to $536 billion.The report further suggests that events such as the Winter Olympics, FIFA World Cup or the US mid-term elections this year, drove advertising spends forward. The absence of such non-recurring drivers will affect the spends for 2015, in spite of a stronger economic environment.
Moreover, Magna Global has forecasted global digital revenues to reach 30 per cent market share globally in 2015 (+15.1 per cent to $163).
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