Advertising expenditure is likely to grow both in Hungary and at world level this year

According to a 59-country annual forecast by Dentsu Aegis Network, global expenditure on advertising will be worth USD 615.4 billion in 2020, which is 3.9 percent more than last year. The Hungarian advertising market is expected to expand by 7 percent. Major political and sporting events will drive the growth, such as the US presidential election, the Olympic Games in Tokyo and the European Championship in football.

If we take a look at advertising spending per channel, the role of traditional media will continue to diminish, while the share of digital advertisements is going to reach 45.7 percent. The expectation is that 2020 will be the first year when more money will be spent on mobile ads than on television commercials. Another forecast is that the automatic sales of online media spaces will increase by up to 20 percent, and programmatic buying is going to grow the most – for instance Google and Facebook ads belong to this category.

The main reason behind the 7-percent growth of the Hungarian advertising market in 2020 will be the spending of firms in the competitive sectors, as this year will be more ‘silent’ in the political world than 2019 was. More than 42 percent of the domestic advertising market will be digital channels. //