ZenithOptimedia: Global Ad Spending Revised Downward
Due to the Eurozone recession, ZenithOptimedia has reduced their forecast for global ad spending growth:
– in 2012 to 3.8%, from the 4.3% published in June.
– in 2013 to 4.6% (vs 5.3% previously forecasted).
Even if the growth rate of online advertising market has been revised downward as well, it remains strong. According to ZenithOptimedia, Internet advertising is supplying most of the growth in spend by medium to grow by 15,4% in 2012 (and 15.1% in 2013), while traditional media grow by 1.5% in 2012 (and 2.3% in 2013).
The internet is also the biggest contributor of new ad dollars to the global market. Between 2011 and 2014 ZenithOptimedia expect internet advertising to account for 60% of the growth in total expenditure.
Over the next few years, global ad spending will be led by digital media and developing markets.