Two recent studies auger well for 2010. In one, figures from ZenithOptimedia predict that global advertising expenditure will increase by 2.2% to USD 456 billion. This is up from an Dec./09 forecast, when the media agency predicted worldwide ad spending would rise by 0.9% in 2010.
Developed markets, including Western Europe and North America, posted a decline of 12.1% in 2009, but conditions are now becoming more stable, so should be down only about 0.8% in 2010.
Central and Eastern Europe, however, will see totals up by 5.7% this year; the Middle East should be up 4.7%; Asia Pacific is set to see revenues increasing by 10%.
This latter, however, excludes Japan, where the recession has been considerably more challenging.
ZenithOptimedia also suggested that the global ad market would increase by 4.1% in 2011 and a further 5.3% in 2012.
The second study – by Chetan Sharma, the Issaquah, Washington-based consultancy – noted that 7 billion apps were downloaded by mobile phone users around the world in 2009, generating more than USD 4 billion in revenue.
Chetan Sharma assessed trading conditions in 40 countries worldwide, and reported that the telecoms category had proved relatively resilient during the economic downturn. It estimated that there were 4.6 billion live mobile subscriptions by the end of 2009, including 750 million in China and 525 million in India.
Asia delivered the highest percentage of app downloads, but North America supplied the majority of revenues, 12% of which were derived from mobile advertising.
Further predictions for this year included the growth of m-commerce, particularly in Japan, where it is expected to do much better than mobile advertising.