Financial results for the first quarter of 2011 from some of the world’s largest ad agency networks (WPP, Publicis, Interpublic, Omnicom etc.) are showing rapid growth in emerging markets. Increasingly, agency networks expect their future, and future profits, to be tied in with markets outside the US or Western Europe. The stars of the show? China and Latin America. Digital spend, also in emerging markets, is driving quite a bit of the growth as well.Research by ZenithOptimedia recently showed that developing markets (everywhere outside North America, Western Europe and Japan) will increase their share of global ad expenditure from 30.9% in 2010 to 35.1% in 2013.
According to ZenithOptimedia, the Chinese ad market is expected to grow by 13.6% a year to 2013, nabbing it the number three spot this year in terms of ad market size. Brazil, meanwhile, will jump from seventh to sixth spot this year, thanks to annual growth of 15.4%.