Some interesting stats from this research brief by Jack Loechner -- it looks like ad spending will be going up in the next year, which is good news for marketers:
According to ZenithOptimedia's study, "Advertising Expenditure Forecasts," global ad spending will increase 4.9% this year and grow at an annual rate between 4.6% and 5.2% over the next three years. In the U.S., ad spending will increase by 2.2% this year, and will be up by a projected 2.4% next year. Ad growth will be led by Internet advertising, which is projected to increase 12.5% next year and up an average of 10.6% a year through 2016, according to the report....
In the U.S., the media categories seeing the highest ad spending growth this year include:
• Internet driven by online video and social media. (13.5%)
• Television driven by technology (7.4%)
• Outdoor, also technology driven (3.0%)
Categories with the largest declines this year are:
• Newspapers (down 10.0%)
• B2B magazines (down 6.0%)
• Radio (down 2.6%)
The importance of the internet to advertisers is understated by these figures, because as well as creating new opportunities in paid media, it has greatly expanded brands' abilities to talk to consumers via social media, both ‘owned' (on brands' own websites and microsites, YouTube channels, Twitter and Facebook accounts and so on) and ‘earned' (conversations consumers have on forums, blogs, etc). These activities can be extremely effective, and many advertisers have embraced them enthusiastically, but most of them will never be picked up in a survey of ad expenditure, says the report.
