Advertising expenditure has growth 8.9% in Eastern Europe and Central Asia, and 8.4 percent in “fast-track” Asia, according to Zenith’s first quarter 2017 adspend forecasts, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017. Eastern European countries such as Russia and Turkey have recovered quickly from the 2009 economic downturn, while Central Asian countries such as Azerbaijan and Kazakhstan have behaved similarly. Fast-track Asia, which includes China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam, have been growing their advertising economies rapidly, according to Zenith.
Meanwhile, the drop in oil prices in 2014 and political turmoil have had a major impact on the Middle East and Northern Africa region’s economies, which in turn has forced advertisers to cut back on adspend. This accounts for Zenith’s projection of a 9% drop in adspend between 2016 and 2017, following a 10.1% decline from 2015 to 2016. Zenith predicts MENA adspend to drop another 3.2% in 2018 and 1.1% in 2019.
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