Canadian ad spend growth to jump slightly in 2017: report

According to new numbers from Warc, global ad spend is expected to experience a slight decline in 2017.
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Global ad spend is expected to rise by 4.5% through 2016, before a predicted slow down to 4.2% in 2017, according to the latest Consensus Ad Forecast from Warc.

In Canada, ad spend is expected to grow by 2% year-over-year from 2015 to 2016, jumping slightly to a year-over-year growth of 2.4% from 2016 to 2017.

With the exception of newspapers and magazines, all media platforms are expected to post year-over-year global ad spend growth in 2017.

Cinema is the only platform that is predicted to see positive growth in its ad spend comparing 2015 to 2016 with 2016 to 2017. Warc predicts the platform will see 5.1% growth from 2016 to 2017, versus a smaller jump of 3.1% from 2015 to 2016. 

While still growing by the largest amount, mobile ad spend will cool slightly in 2017, with predicted year-over-year growth of 34.2%, versus the expected 47% jump from 2015 to 2016.

Ad spend on the internet overall is also expected to slow for 2017, with predicted growth of 13% from 2016 to 2017, compared with 14.6% from 2015 to 2016.

TV ad spend is also expected to cool next year, posting an expected 1.1% growth from 2016 to 2017, versus 2.8% from 2015 to 2016.

Drops are expected to slightly ease for magazines and newspapers in the coming year. Magazines are expected to post a decrease in global ad spend of 4.5% from 2016 to 2017, down from the 5.9% drop from 2015 to 2016.

Newspapers are predicted to see a drop of 6.1% from 2016 to 2017, versus an 8% loss from 2015 to 2016.

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