ZenithOptimedia Downgrades Global Ad Forecast, Cites Decline in Advertiser Confidence

ZenithOptimedia "downgraded its global ad forecast" by 0.4%, "citing decline in advertiser confidence related to the conflict in Ukraine and the weak Eurozone," according to Kate Magee of CAMPAIGN LIVE. Global adspend "is to grow" by 4.9% in '15, down from 5.3% in September and by 6% in '16. The ZenithOptimedia Advertising Expenditure Forecasts predicts that "this growth will be fuelled by the rise in mobile advertising and social media, and digital display moving towards programmatic buying." Even though the global economy is expected to improve next year, "the forecast growth is slightly below" '14’s 5.1%. This "is partly due to the absence of big events like this year’s Winter Olympics," the World Cup and U.S. mid-term elections. Global events in '16, including the Summer Olympics, the U.S. presidential elections and the UEFA European Football Championship, "are expected to propel" adspend to 5.6% growth that year. Again, "it will slip back" to 5.2% in '17 in their absence (CAMPAIGN LIVE, 12/8).