MAM
Global adspend online to overtake print by 2015: ZenithOptimedia
NEW DELHI: Global advertising expenditure will grow by 3.9 per cent in 2013, reaching $518 billion by the end of the year.
ZenithOptimedia has said this forecast for ad expenditure growth this year is down slightly from the 4.1 per cent forecast in December, mainly because 2012 turned out better than we expected, leaving tougher comparatives for 2013. In dollar terms, our forecast for 2013 is marginally ahead of last forecast, by $430 million.
ZenithOptimedia has included India among the fast-track Asian countries, which also include China, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam
As has been the case since the start of the economic downturn in 2007, this growth will be led by rising markets, which will grow by 8.2 per cent on average in 2013, while the mature markets grow by just 1.8 per cent, weighed down by the Eurozone crisis. Over the next two years, growth will pick up in both rising and mature markets, reaching 9.4 per cent and 3.5 per cent respectively in 2015.
Internet advertising is supplying most of the growth in expenditure by medium, driven by technical innovations, such as better measurement of exposure to advertising, greater localisation, and integration with mobile devices. It is forecast that internet advertising will grow by 14.4 per cent in 2013, while traditional media will grow by 1.6 per cent.
Display is the fastest growing medium within internet advertising, with annual growth of 20 per cent. This is being driven by the rapid rise of online video and social media advertising, each of which is growing at about 30 per cent per year. Continued innovation among the search engines – including richer product information and images within ads – is seeing a healthy rise in paid search. Paid search will grow by 13 per cent a year to 2015. Much of the growth in internet advertising is at the expense of print – internet advertising will increase its share of the ad market from 18 per cent in 2012 to 23.4 per cent in 2015, while newspapers and magazines will continue to shrink at an average of one per cent – two per cent a year. By 2015 online adspend will overtake print.
Rising markets are outperforming the rest of the world. ZenithOptimedia predicts that rising markets will contribute 63 per cent of growth between 2012 and 2015 and will increase their share of global adspend from 34 per cent to 38 per cent.
The high growth markets are in Latin America, Fast-track Asia, Eastern Europe and Central Asia, which are well ahead of the rest of the world, with an average of between 10 per cent and 11 per cent growth a year expected between 2012 and 2015. Despite this rapid growth, the US is still the biggest contributor of new ad dollars to the global market. Between 2012 and 2015, and the US is expected to contribute 28 per cent of the $76 billion that will be added to global adspend.
There will be some change among the top 10 advertising markets between 2012 and 2015. USA, Japan, China and Germany will remain in first to fourth positions, and Australia and South Korea will still stay in eighth and tenth positions, respectively. However, the UK will fall from fifth to sixth position, France for seventh to ninth and Canada will fall out of the top ten altogether. Brazil is set to rise to fifth position and Russia will move from eleventh to seventh.
The consensus among economic forecasters is that the global economy will gradually build up speed over the next three years. The Eurozone should start to pull out of recession towards the end of this year, which will help stimulate world trade. The global ad market will strengthen in step with the economy, although ad expenditure growth will remain behind GDP growth for the rest of our forecast period. The forecasts for 2014 and 2015 are unchanged at five per cent and 5.6 per cent respectively.
Brands
Anupam Sengupta joins L&T LTM in senior leadership role – strategy & global business development
AI and media tech veteran to steer global business push in CME vertical
MUMBAI: Larsen and Toubro has brought on board seasoned media and technology executive Anupam Sengupta in a senior leadership role within its LTM division, tasking him with shaping strategy and global business development for its communications, media and technology vertical.
In his new role at L&T LTM, Sengupta will focus on driving consulting-led growth, sharpening global go-to-market strategies, and building deep-tech partnerships, with a particular emphasis on AI-led transformation.
Sengupta joins from Camb.ai, where he served as business head for SAARC and Southeast Asia. There, he played a key role in establishing the company’s regional presence, accelerating adoption of voice AI solutions and securing high-profile enterprise partnerships.
His career spans more than two decades across AI infrastructure, SaaS, consumer technology and media, with leadership roles at companies such as immerso.ai and Eros Innovation, where he worked at the intersection of streaming, gaming and enterprise AI applications.
Earlier, Sengupta spent over a decade at Sony Group, leading digital sales and partnerships across South Asia and managing large P&L portfolios. His experience also includes stints at WPP Group, Zee Group and Standard Chartered Bank, giving him a cross-sector view of both media and non-media ecosystems.
Known for building high-value partnerships and scaling new business lines, Sengupta has worked across global markets, handling enterprise SaaS sales, strategic alliances and large deal cycles, often in emerging technology environments.
His appointment comes as Larsen and Toubro sharpens its focus on digital and media technology services, an area seeing strong demand as AI, streaming and content platforms converge.
With Sengupta at the helm of strategy and global growth initiatives, the company appears set to deepen its play in the fast-evolving media tech landscape, where scale, speed and smart partnerships increasingly define success.
