Posted December 28, 2012 10:05 am by with 2 comments

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A recent study by eMarketer gives an interesting look into the world’s various economies. Sure it’s only one metric but it is pretty telling to see just how much the US and Western Europe as a whole are a drag on overall ad spend growth numbers worldwide.

Total Media Ad Spend By Country

Let’s face it folks, politicians can say whatever they want but if we listen to them then shame on us. The economy is still sputtering along at best in the traditional economic strongholds like the US and companies are reflecting that sluggishness in how they are willing to spend to promote their wares.

Those selling advertising say it is most important to advertise in bad times to stay ahead of the competition when things improve. Advertisers, on the other hand, are a little pragmatic and feel like there is less reason to advertise to a public that is not willing or even able to buy what they are promoting.

Where do you stand on this? Do you see the economy, particularly in the US and Western Europe, as improving? Are you going to spend more on advertising in 2013? Let us know what your take is.

  • This doesn’t at all take into account how developed these markets already were a few years ago. I wouldn’t expect the US, UK, Sweden, the Netherlands, etc to grow very fast anymore.

    Indonesia, Mexico and others are still playing catchup with online marketing, partly due to still high growth rates for internet usage.

    That probably has more to do with current ad spend growth than a country’s GDP growth.

    • Jack – if this was about adoption rates etc etc I would agree (although I do see your point) but it should make the most sense to pour dollars into a market where more people who have access online and the move from traditional advertising and the supposed ability to pay (along with the more developed payment systems like credit etc). The US and others should see larger online money simply due to the continued shift of traditional dollars to the online space. The real trouble is that economies of the US and Western Europe (especially Western Europe) are weak and no amount of government spin can cover that.

      That said, growth will be larger in emerging markets but for different reasons. It’s more like the early commercial Internet in the US etc. More people jumping online so advertise more. I would love to see conversion data on emerging markets rather than raw top level like ad spend and simple traffic measures. They mean little.