Over the next three years, Iran will add more ad dollars than any of the other countries included the Thirty Rising Media Markets report, published by Zenith today. the media agency belonging to Publicis Groupe predicts that adspend in Iran will increase by $713 million between 2017 and 2020, to a total adspend at $2,117 million.
The second-biggest growth in adspend will come from Bangladesh. Zenith forecast this country to grow by $457 million between 2017 and 2020, reaching tota adspend at $1,311 million.
Advertising expenditure in these 30 markets totalled $9.7Bn in 2017, 12.7% more than in 2016, while the global ad market as a whole grew by 4%.
Over the next three years Zenith expects them to grow at an average rate of 12.4%, three times faster than the 4.1% world average growth rate. By 2020 the forecast is that they will generate a total of $13.8Bn in advertising expenditure, having grown by $4.1Bn since 2017. 29% of this incase will come from Iran and Bangladesh.
“While the global ad market remains stuck at 4% annual growth, these markets are growing dynamically,’ said Jonathan Barnard, Zenith’s Head of Forecasting and Director of Global Intelligence. ‘They are becoming too big to ignore, by 2020 they will collectively overtake the adspend in Australia, the world’s seventh largest ad market.”
The 30 countries included in this report are: Algeria, Angola, Bangladesh, Bolivia, Cambodia, Cameroon, Côte d’Ivoire, Cyprus, Dominican Republic, Ethiopia, Gabon, Ghana, Guatemala, Iran, Jamaica, Kenya, Mongolia, Morocco, Mozambique, Myanmar, Namibia, Paraguay, Senegal, Sri Lanka, Tanzania, Togo, Trinidad and Tobago, Tunisia, Uganda and Zambia.
End of international sanctions to push Iran’s ad market
The lifting of international sanctions in January 2016 kick-started Iran’s economic growth and began its reintegration into the global economy, providing a powerful stimulus to the local advertising market. This stimulus depends on continued growth in trade and investment, and is subject to political risk – reimposition of sanctions would bring it to a halt.
Bangladesh’s economy is growing at a healthy 7% a year, and with over 160 million inhabitants it is achieving substantial scale. By 2020 Bangladesh’s ad market will be more than twice the size of Pakistan’s, although Bangladesh has only 80% of Pakistan’s population.
Fastest-growing markets in percentage terms are located in Africa and south Asia
In percentage terms, the fastest-growing markets are in Africa and south Asia. Zenith we forecast 19% average annual growth in Angola, and 18% rise in Myanmar and Ethiopia. Tanzania, Bangladesh, Ghana and Iran are forecast to grow a 15% each year.
Zenith regularly surveys 81 global advertising markets in its quarterly Advertising Expenditure Forecasts report.
For the Thirty Rising Media Markets the agency looked further and identified 30 upand-
coming advertising markets that are developing quickly and are starting to rival the scale of some of the established 81 markets.
Some of the 30 rising markets have already attracted interest from multinational advertisers and global agency groups, and others are opening up to international advertising for the first time.
They vary widely in population, diversity of economic activities and productivity, but their economies are all growing rapidly, in the long run
at least, and their advertising markets are growing even faster.
“These thirty rising ad markets may be small now, but they are rapidly becoming richer with fastgrowing demand for consumer goods”, said Vittorio Bonori, Zenith’s Global Brand President.
“They have great potential for brand growth for early entrants, which have the opportunity to establish their brands with relatively little competition.”
Image over the headline.- © Zenith
