Global Advertising to Witness Immense Growth in 2016


Global advertising revenue is set to grow by 6% in 2016. For the past 3 years, the industry has identified some key trends. The trends for 2016 suggests that global advertising will be driven by dynamic spending on advertising in countries like India, China & others in the Indian subcontinent. Television and the internet will be the main marketing channels; and retailers will be the dominant buyers in the global advertising industry. The retail industry is set to recover in 2016 after a fall in the previous year, and grow by 4% in value. In line with rising consumer expenditure, retailers will increase spending on advertising in order to capture a larger share of the global audience. According to Euromonitor International from Trade Sources/National Statistics, some of the largest retailers, Amazon, Wal-Mart and Alibaba, spent US$3.3 billion (in fiscal 2014), US$2.4 billion (in fiscal 2015) and US$1.4 billion (in fiscal 2015), respectively, on marketing and promotional services, and such spending is expected to be even higher in 2016.

Catering to the technological boom in the market, in spite of an influx of 360-degree social media agencies, the market pertaining to a global advertising is still booming. Most of these companies are media neutral and specialize in finding premier and effective media solutions to reach the right people according to a client’s advertising and marketing needs. The main focus of these companies is to sell products and services at low media costs than their various competitors. It is widely known throughout the USA that these companies have carved out a niche for themselves in the advertising sector. These agencies plan their media strategies according to the changing trends in the sector, keeping in mind the marketing needs and audience landscapes. Almost each and every global advertising agency operates in a full service vertical. They provide services for various operations like media planning, market research, direct response, print media, direct marketing, client servicing and much more. However, these companies feel that client servicing is their forte. Various clients across the countries like the USA, UK & the major ones in Asia approach these agencies for comprehensive & 360-degree media solutions. The main features to look into while choosing a perfect agency is to gauge whether they are response oriented or not. The response and working ethics of these companies should be swift and quick. Retail, direct response, digital, and branding assignments should form the core of their service platter. They must help clients and booming businesses the most comprehensive solutions to capitalize on the skill sets of these agencies. The foremost feature of such agencies is in-depth, sophisticated planning techniques, negotiations and stewardship.

The striving hard work and dedication to excel at every stage of the media process is often regarded as their gateway to success in the market. The digital media team of global agencies is immensely dedicated to provide profitable revenue for the clients. Graphical analytics, media performance and communication make these agencies a success with a huge client history along with client service satisfaction. Their in-depth knowledge of advertising & marketing in the highly competitive and ever evolving online space is amalgamated with industry specific core values and ethics. These are some of the services on offer.

  • National Broadcast and Cable
  • Multicultural Marketing
  • Direct marketing
  • Local Broadcast and Cable
  • Direct Response Marketing
  • Media Research and Media Planning
  • Quality Control, Compliance & Transparency Reports
  • Mobile Marketing and Social Media
  • Lead Generation and Display Media


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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.

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