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In 2016 the advertising industry can expect another year of slow growth, according to a new global media and marketing forecast from WPP's GroupM.
In its annual report, released today, GroupM predicts that global ad investment grew by 3.4 percent in 2015 and will continue to grow by 4.5 percent in 2016. That figure, however, does show slightly sluggish growth compared to the group's midyear predictions of 4 and 4.8 percent, respectively.
Author of the report and GroupM's Futures director Adam Smith noted one of the key benchmarks for 2016 revolve around mainland China, which he said will contribute the largest amount toward global ad growth in 2016 followed by the U.S.
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