#GlobalAdTrends

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Global Cinema Advertising is the Second-Fastest Growing Ad Medium of 2019

Marketing intelligence service Warc recently released an early forecast. In the early forecast, Warc revealed that global cinema advertising is the second-fastest-growing ad medium of 2019. Cinemas advertising is just behind internet advertising for 2019. According to the forecast, it is expected to grow by 6.8% from 2018, which equates to a worth of $4.6bn. This early forecast is ahead of Warc’s all media growth forecast of 4.6% for 2019 (to $624.9bn).

Global Cinema Advertising is the Second-Fastest Growing Ad Medium of 2019

According to Warc, it has been a steady incline for cinema advertising. Even though its small, cinema's 0.7% share of global ad spend is expected to hold steady in 2019. This has made it be the only medium other than the internet not to lose share. According to Warc’s data, cinema advertising Figures has dipped only twice since 1980 (1994 and 2013). It also showed that growth in cinema ad investment has generally tracked ahead of other traditional media since 1981 and consistently so since 2014. China is the largest cinema advertising market globally, with RMB11.9bn (US$1.8bn) expected to be spent this year.  According to Warc, this figure equates to a 47.3% share of global cinema ad spend when measured in purchasing power parity terms. The US is the world's second-largest cinema market with a projected value of $735m this year. A sample report of Warc's latest Global Ad Trends report on cinema is available here.  

Why Brands are Investing in Cinemas Advertising

Brands like to invest in this ad medium because they get a captive audience who is able to view high-quality ads in an emotional atmosphere. According to research from Ebiquity, ads from the cinema outperforms all other media at triggering an emotional response. It guarantees a safe environment and gets ads noticed. Despite its ability to trigger an emotional response in viewers, it scores the lowest in increasing campaign ROI, maximising campaign reach and generating short-term sales. Another draw for brands with this advertising medium is that it attracts a younger and more affluent audience who tend to be lighter TV viewers. According to IPA TouchPoints 6, cinema delivers a more positive emotional experience than any other AV channel. Kantar Millward Brown also found that among 'Gen Z' (16-19 year-olds), cinema is the most popular traditional advertising medium. According to their research, 59% feel' positive about it' (compared to 34% for print, 38% for TV and 50% for outdoor). Read the full article

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Here’s the Ad Format that Accounts for Majority of Media Spend Globally According to Global Ad Trends

Warc Data, an online service dedicated to featuring current advertising benchmarks, data points and trends in media investment and usage recently released its monthly Global Ad Trends report. The Global Ad Trend report is a monthly report which draws on Warc's dataset of advertising and media intelligence to take a holistic view on current industry developments. According to the Global Ad Trends, Internet ad formats account for the majority of media spend globally. On this post, we will discuss some of the latest findings from the Warc Data’s latest report especially its findings on Internet ad formats.

Internet Ad Formats Accounts for a Majority of Media Spend Globally According to Global Ad Trends According to Warc Data’s Global Ad Trend’s Internet ad format account for a majority of media spend globally.  For the report, Warc Data used data from its Warc’s 12 markets. These 12 markets are Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, the UK and the US. According to the report, across these 12 markets internet is expected to account for over half of the media spend for the first time this year. Internet ad formats drew 52.7% of combined media spend within these markets.  Here are the key drivers of online growth according to Warc Data’s research. They highlighted three key trends: Internet advertising spend has grown five times faster than traditional media The Global Ad Trends shows that when indexed, internet ad spend will have grown five times faster than investment in non-internet media since 2010. It also revealed that media spend on internet formats has grown faster than internet users over the period. Now advertiser invests $73.91 per internet user this year, more than double the $35.43 spent per user in 2010. Mobile is now the primary online channel According to the report, we can see that mobile ads are expected to take a 58.8% share of all internet spend this year following rapid growth since 2010. In 2010, it only drew 2.0% of internet ad spend. Globally, mobile ad spend surpassed that for other internet channels (including desktop, tablet and connected TVs) combined for the first time in 2018.  The report has also revealed that mobile is expected to overtake TV in absolute terms across this year. Display formats contribute the most towards internet ad spend growth The report revealed that online display formats, including banner ads, rich media, advertorial and sponsorship, online video and social media are expected to draw 45.1% of internet advertising spend across Warc's 12 key markets this year. This is up from a share of 38.0% in 2010. These formats combined, have accounted for over half of internet growth since 2016. For more information on the Global Ad Trends, please click here Read the full article