Ad spend growth in Australia set to lag behind global average, Dentsu study claims

Advertising spend in Australia is expected to rise one per cent this year and a further 1.5 per cent in 2016, higher than previously forecast but still well behind most global markets, according to a study by Dentsu Aegis Network.

The predicted growth follows a strong end to 2014 where rising consumer confidence due to low interest rates helping ad spend rise 0.3 per cent, the study said.

The increase was marginally above earlier estimated growth of 0.1 per cent. Predictably, digital advertising will drive the growth this year and next with anticipated increases of 13.4 per cent in 2015 but slowing to 11.2 per cent in 2016.