Ad spending is expected to grow or remain more or less steady across all channels except for print, according to new forecasts released today.
Print ad spend is set to decline 5 per cent in 2019, dropping to $1.7 billion, according to GroupM’s updated 2018 and 2019 ad investment forecasts.
The agency also expects regional TV will dip slightly (0.5 per cent), making it and print the only two channels set to decline next year.
Zenith, which released its 2018 ad spending forecast today, argues all media with the exception of print is likely to be stable-to-up in 2018. While out-of-home and internet are out-performing the total media trend.
Overall Zenith expects Australia’s ad spend to hit $16.72 billion, up 3.3 per cent, in 2018.
While GroupM expects ad spend to reach $16.5 billion, up 5.6 per cent, this year. In 2019, ad spend in Australia is expected to reach $17.2 billion in 2019, up 4.4 per cent.
Despite regional TV’s dip, overall TV is set to return to growth for the first time since 2013, according to GroupM figures. Total TV, which includes metro TV, regional, subscription and advertising video on demand, is expected to grow 1.2 per cent to $3.72 billion.
Total digital is expected to grow 8 per cent, slightly slower than the year before, $9.5 billion.
Meanwhile growth in outdoor is expected to slow in 2019, after a 11.6 per cent increase this year, according to GroupM.
Elizabeth Baker, Zenith Sydney Head of Investment said outdoor’s runaway growth in 2018 has been driven by digital, with electronic panels accounting for close to 50 per cent of revenue.
“With the recent ACCC approval of both the JCDecaux/APN and oOh! Media/Adshel mergers, this should continue to see the sector thrive,” Baker said.
“Operating cost efficiencies gained from the merger will undoubtedly unlock greater investment in technology, infrastructure and digitisation, and the greater depth of assets should result in better product offerings for advertisers. Of course, the increase in digitisation naturally increases revenue at site level as well.”