A report by ZenithOptimedia (owned by the Publicis Group; PUB.Euronext) forecasts that China will overtake Germany as the world’s third-largest advertising market in 2011, Dow Jones reported. Spending on advertising in China is expected to grow by an average of 51% over the next three years, reaching US$34.24 billion in 2013, and China is already the second-largest contributor to ad spending growth behind the US. The country could also overtake Japan, the world’s second largest market, over the same period. Japan’s ad spending growth is only projected to average 5% for the next three years. Ad spending growth is expected to be driven by two primary factors: increased spending in developing economies and on digital media platforms. Russia is also expected to move up the rankings, possibly overtaking Canada and Australia by 2012 to take 9th place, then dislodging Italy to take 8th place in 2013.
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