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ZenithOptimedia predicts that global ad spending will rise 5.5 percent to $537 billion in 2014, up from $509 billion in 2013.
The estimated growth is a reflection of the global economy’s improvement, as well as the adoption of programmatic buying and the rise of mobile advertising, according to the media agency group. Recurring events—including the Winter Olympics, the World Cup and the mid-term elections—will also boost the global ad spend for 2014.
The Eurozone’s recovery seems to be gathering steam and advertisers are taking note, but it has a long way to go before it returns to pre-recession levels, according to Jonathan Barnard, head of forecasting at ZenithOptimedia, a unit of Publicis Groupe.
The unit is forecasting that advertisers will spend $70 billion in the Eurozone this year, compared to $69 billion in 2013, up 0.7
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