Zenith: Iran to lead 30 growing markets

Zenith predicts that ad spend in Iran will grow by $713m between 2017 and 2020, to reach $2.1bn in total. This represents an average annual growth rate of 15 per cent.

The lifting of international sanctions in January 2016 kick-started Iran’s economic growth, providing a powerful stimulus to the local advertising market. This stimulus depends on continued growth in trade and investment, and is subject to political risk, notes the report. If the sanctions were to be re-imposed, this growth would come to a halt.

To compile this report, Zenith identified 30 up- and- coming advertising markets that are developing quickly and are starting to rival the scale of some of the established 81 markets.

Some of the 30 rising markets have already attracted interest from multinational advertisers and global agency groups, and others are opening up to international advertising for the first time. These markets vary widely in population, diversity of economic activities and productivity, but their economies are all growing rapidly, in the long run at least, and their advertising markets are growing even faster.

The 30 countries included in the report are: Algeria, Angola, Bangladesh, Bolivia, Cambodia, Cameroon, Côte d’Ivoire, Cyprus, Dominican Republic, Ethiopia, Gabon, Ghana, Guatemala, Iran, Jamaica, Kenya, Mongolia, Morocco, Mozambique, Myanmar, Namibia, Paraguay, Senegal, Sri Lanka, Tanzania, Togo, Trinidad and Tobago, Tunisia, Uganda and Zambia.