Key regions: United States, China, Europe, Asia, Japan
The Advertising market in BRICS is developing at a rapid pace, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.
Customer preferences: Customers in the BRICS countries are increasingly seeking personalized and targeted advertising messages. They are looking for advertisements that resonate with their values, interests, and aspirations. This has led to a shift from traditional mass marketing to more targeted and data-driven advertising approaches. Additionally, customers are increasingly accessing content through digital platforms, such as social media and mobile apps, which has created new opportunities for advertisers to reach their target audience.
Trends in the market: One of the key trends in the Advertising market in BRICS is the growing dominance of digital advertising. With the increasing internet penetration and smartphone adoption in these countries, advertisers are focusing more on digital platforms to reach their target audience. This trend is particularly evident in countries like China and India, where the number of internet users and mobile phone users is significantly high. Advertisers are leveraging social media platforms, search engines, and mobile apps to engage with customers and drive brand awareness. Another trend in the market is the rise of influencer marketing. Influencers, who have a large following on social media platforms, are being used by advertisers to promote their products or services. This approach is effective in reaching younger audiences who trust the recommendations of influencers. Advertisers are collaborating with influencers to create sponsored content that is authentic and relatable to their target audience.
Local special circumstances: Each BRICS country has its own unique set of circumstances that influence the Advertising market. For example, in Brazil, the advertising industry is heavily regulated, with strict guidelines on advertising content and placement. Advertisers need to navigate these regulations while creating effective campaigns. In Russia, the advertising market is characterized by a strong presence of state-owned media outlets, which can impact the dynamics of the market.
Underlying macroeconomic factors: The Advertising market in BRICS is also influenced by underlying macroeconomic factors. Economic growth, disposable income levels, and consumer confidence play a significant role in shaping the advertising industry. As the BRICS countries continue to experience economic growth, there is an increase in consumer spending power, which fuels demand for advertising services. Additionally, favorable demographic factors, such as a young and growing population, contribute to the expansion of the advertising market. In conclusion, the Advertising market in BRICS is evolving to meet the changing customer preferences and leverage emerging trends in the market. Digital advertising and influencer marketing are gaining prominence, driven by the increasing internet penetration and smartphone adoption in these countries. Each BRICS country has its own unique set of circumstances and underlying macroeconomic factors that shape the advertising industry. As the BRICS countries continue to experience economic growth, the advertising market is expected to further expand and innovate.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.Modeling approach:
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).
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