Zenith predicts that telecoms advertising will grow at an average rate of 4.5 per cent a year to 2023 as its recovers from an 8.7 per cent decline in 2020, according to Zenith’s Business Intelligence – Telecommunications report. Telecoms adspend in the 12 key markets included in the report* will rise from US$17.8bn in 2020 to US$18.7bn in 2021, and then return to its pre-pandemic level of US$19.5bn in 2022.
Smartphone sales will start to spring back this year once consumers feel more confident in their future. Consumers are becoming more willing to finance and purchase handsets independently from their network providers, giving manufacturers and retailers a greater incentive to adver
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