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TOP COVERAGE TERMS FOR September 2015:
Another day, another advertising-supported digital media startup is born. But the revenue may not yet be there to support these new ventures.
Advertising forecaster eMarketer lowered its growth estimates Tuesday for 2015 world-wide ad spending, citing slower-than-expected growth in Latin America, Western Europe and North America. The first two markets have been negatively affected by exposure to Chinese economic troubles and a slow economic recovery at home, respectively. Counterintuitively, North America’s ad-growth slowdown is being fueled by the shift in spending to digital, including mobile, advertising.
North American advertisers are spending less than expected on traditional media such as TV, newspapers and magazines. And they are ramping up their spending on digital ads and video, according to eMarketer. The firm estimates North American digital spending will rise by 16.8% to $62.07 billion in 2015 with mobile spending climbing by 59.9% to $31.53 billion.
The explosion in the popularity of handheld devices will see mobile advertising overtake the £2.6bn newspaper and magazine market this year, and leapfrog TV to become the biggest ad medium in the UK, according to a new forecast.
Mobile ad spend is expected to increase by 45% this year to £3.26bn in the UK, easily surpassing the £2.67bn that will be spent on print advertising across national and local newspapers and magazines, according to a report published on Wednesday by eMarketer.
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