电通安吉斯-2018全球广告支出（英文）-2018.1-10页

1GLOBALADSPENDFORECASTSJANUARY2018DENTSUAEGISNETWORK2FIVEADSPENDTRENDSYOUNEEDTOKNOWIN20181.2.3.4.5.Ourlatestforecastsshowadspendgrowthacceleratingto3.6%in2018,upfrom3.1%in2017.However,attheeconomylevelthereisamixedpicture:whileadspendgrowthisacceleratinginsomecountries(e.g.Germany,India,theUnitedStates),inothersitisslowing(e.g.China,Russia,UnitedKingdom).Mobileadspendwillgofromstrengthtostrengthin2018,reachingUS$121.1billionhavingovertakendesktopasashareoftotaldigitalspendin2017.2018willbetheyearthatdigitalovertakesTV,exceedingevenourownpreviousforecasts.Digitaladspendwillaccountfora38.3%shareoftotaladspendin2018,overtakingTVat35.5%.Digitalcontinuestopoweradspendgrowthandisforecasttogrowgloballyby12.6%in2018,versus15%in2017,amountingtoUS$220.3billion.Video(24.5%)andsocial(23.5%