MAM
Warc revises ad revenue growth estimates upwards for 2024
MUMBAI: Bullish is the mood at marketing effectiveness specialist Warc. The firm had forecast in August 2024 that global advertising spend is on course to grow 10.5 per cent this year to a total of $1.07 trillion. Now, it has revised that growth upwards by 0.2 percentage points; its latest projection is that ad spends globally will grow by 10.7 per cent to touch $1.08 trillion – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9 per cent year-on-year) is disregarded.
Warc’s latest global projections are based on data aggregated from 100 markets worldwide. Online media is on course to drive the growth, a good year for TV has also made a notable contribution. The good news is that spends on linear TV are rising and are expected to end the year higher by 1.9 per cent, at $153.6 billion, following two years of slippage. Political TV adverts (especially in the US), the Paris Olympics and Euro football in Q3 have buoyed the spends on TV. However, before you start apart applauding please note that linear TV’s hold today stands at just 14.3 per cent of global advertising spend, much, much lower than the heady days of a 41.3 per cent share in 2013.
We have all heard it before: Alphabet, Amazon and Meta are Pacmen increasingly swallowing up ad dollars in large chunks of billions every year. Warc data supports that. It stated that pure play online internet businesses like that of the three big tech firms, will see ad revenue growths of 14.1 per cent reaching $741.4 billion – accounting for a total of 68.8 per cent of all spends. Gadzillions!
Social media ad spends are expected to leap upwards by 19.3 per cent reaching $252.7 billion -equalling 23.5 per cent of the total ad market. This is mostly because the sales folks at Facebook, Instagram and TikTok have been selling hard leading to better than expected results at the three firms during the first nine months of this year.
Overall ad spend growth is also expected to be buoyant next year at 7.6 per cent in 2025, and seven per cent in 2026 taking the global ad market to $1.24 trillion. For all those who have been doomsayers predicting the slamming of brakes on advertising here’s some facts: global ad investments have more than doubled over the past 10 years and have grown 2.8 times faster than global economic output since 2014.
Warc director of data, intelligence and forecasting and author of the research James McDonald said: “Our latest forecast anticipates $104bn in incremental advertising spend worldwide this year, the largest rise in history if the post-pandemic recovery year of 2021 were discounted. Whether this boom will sustain remains unclear, however, as 2025 presents a sliding doors moment due to heightened regulatory pressures on Google and TikTok – together a quarter of the ad market outside of China. This, alongside an increasingly challenging geopolitical climate, may spell uncertain times ahead for the businesses that rely on advertising trade.”
(The image for this report was created using OpenArt AI. No copyright infringement is intended)
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
