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Monthly Archives: June 2014

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Challenge for APAC Ad Regulators

Globally the Internet media captured 20.9% of total adspend in 2013 – second to TV, which had 39.6%. But Internet adspend is growing at an estimated rate of 16% pa according to ZenithOptimedia. In 2016 Internet is predicted to have 28.2% share but TV would still be well ahead at 38.3%.

There is a similar situation in APAC with the Internet share last year being 21.1% and TV 41.0%. Internet share is predicted to increase to 29.3% by 2016.

Australia is leading the trend – TV at 31.6% was only a whisker ahead of Internet at 31.5% in 2013 but in 2016 it is predicted that Internet will be the leader with a market share of 42.5%.

The trend of rapidly growing Internet adspend is a challenge for countries where there is Government regulation of advertising because of the cross-border nature of the Internet. Europe has a cross-border self-regulatory regime where Internet ads are required to comply with self-regulatory codes. This model is a possible solution for APAC.

Note: All data is sourced from ZenithOptimedia

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APEC Economies Lead World Adspend Growth

APEC economies have an 81% share of the top ten global advertising markets states the APEC Report ‘Voluntary Standards and Regulatory Approaches in Advertising in APEC Economies’. Furthermore this share is predicted to increase to 84% by 2015 as shown on the graph from the Report.

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