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Carat predicts 5% global ad growth

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Carat, a leading independent media planning and buying specialist, has published forecasts for global advertising expenditure, predicting a boost of 5% for this year, as well as in 2015. Based on data received from 59 markets across North and South America, Asia Pacific and EMEA, the Dentsu Aegis network’s latest forecast shows an increase of ad spending from the 4.8% prediction made in March 2014.

Regionally, the Carat Advertising Expenditure forecast has predicted further positive growth from North America and Western Europe. Significantly, the US continues to show strong market growth, with levels of advertising expenditure in North America expected to exceed the pre-recession peak of 2007 for the first time by the end of this year. Western Europe is forecasted to return to positive growth of 2.7% after two consecutive years of declining advertising spend – driven by a strong UK advertising market prediction of 7.5% growth for 2014.

Although forecasts show a slight decline in growth when compared with March 2014 predictions, Asia Pacific and Latin America are still both forecast to outperform global predictions with growth rates of 5.4% and 12.1% respectively.

Digital ad spend growth is predicted to exceed previous predictions for 2014, with a year-on-year growth forecast of 16.1%. The digital sector will also increase its total share of spend, set to reach 20.5% in 2014 and 22.6% the following year, where it will outpace the combined Magazine and Newspaper global share for the first time.

The Print sector, while in steady decline, is expected to continue, and all other mediums are set to achieve year-on-year growths of approximately 3-5% in 2014 and 2015.

“Carat’s latest advertising forecast gives us increased optimism for the outlook of global and regional advertising spend,” says Jerry Buhlmann, CEO, Dentsu Aegis Network. “With the global recession further behind us and a healthy trend of 5% year-on-year global ad growth, there is positive momentum building across the industry. Whilst Digital continues to headline market trend discussions, the components within this dominant media now provide the interesting chapters, with the opportunities in mobile leading the debate. With changes and trends in consumer behaviour driving business opportunities, brands need to deliver innovative and integrated solutions to reap rewards ahead.”

For access to the full Carat Advertising Expenditure forecast, visit http://goo.gl/kCEnzw

Snapchat settlement resolves ownership dispute

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Messaging service Snapchat has ended a bitter dispute over the app’s origins in a private settlement. In a legal battle that has extended for over a year, Snapchat’s CEO Evan Spiegal and CTO Bobby Murphy have acknowledged that the idea for the company included ousted Co-Founder Frank Reginald ‘Reggie’ Brown IV.

With the company now valued at least $10 billion, Brown claimed to own one-third of the company alongside the two Founders as the original idea came when the three had been students at Stanford University, and that Spiegal and Murphy had kicked him out just one month before the app launched in July 2011.

“We are pleased that we have been able to resolve this matter in a manner that is satisfactory to Mr. Brown and the company,” says Evan. “We acknowledge Reggie’s contribution to the creation of Snapchat and appreciate his work in getting the application off the ground.”

Terms of the settlement have not been made public.

Apple Watch runs apps from third-party developers

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During the highly anticipated Apple event last night – which announced the launch of the iPhone 6 and iPhone 6 plus – it was confirmed that the Apple Watch, set to be released early 2015, will be offering more than just a selection of Apple-designed apps; which include iMessages, Health, Calendar, Weather, Mail, Photos, Camera’s shutter button, Apple Maps and Siri, as well the expected dedicated fitness and workout apps in partnership with Nike.

Apple’s first wearable gadget, which will integrate with iOS 8 devices, has offered access to third-party developers by introducing WatchKit APIs, enabling developers to make their apps compatible with Apple Watch. During the event, Apple demonstrated a number of social media applications that will be available on the Apple Watch, including –

  • Facebook updates and notifications
  • Twitter notifications with favourite/retweet/dismiss buttons
  • The Twitter app, which allows you to read your timeline, see what’s trending and create a tweet
  • Posting to Pinterest, which offers up nearby sites

The Apple Watch will be available in three models – Apple Watch, Apple Watch Sport and Apple Watch Edition – with various sizing options and features on offer for each.

Twitter tests ‘buy’ button in the USA

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Twitter has introduced a ‘buy’ button to a limited number of users on its US service. A number of people on iOS and Android will start to see tweets which include an option to buy products directly from their timeline – shifting the social media platform into the e-commerce arena.

“We are beginning to test a new way for your to discover and buy products on Twitter,” says Tarun Jain, Group Project Manager, Twitter. “For a small percentage of US users (that will grow over time), some Tweets from our test partners will feature a ‘buy’ button, letting you buy directly from the tweet.”

According to Tarun in his blog announcement, an entire purchase can be completed with only a few clicks. Tapping the ‘buy’ button will lead to additional product information and you will be prompted to enter your shipping and payment details – which will be encrypted and stored after your first transaction. With that complete, the order will then be sent out for delivery.

To launch the new commerce system, Twitter has partnered with a small group of brands which includes shopping platform Fancy, click payments provider Stripe, e-commerce brand Gumroad and merchandise and ticketing company Musictoday.

Twitter is also starting the test with a group of artists, brands and nonprofit organisations, including Burberry, Eminem, (RED), Pharell and Panic! At The Disco.