Ad-related companies are convening in New York for Advertising Week, and the media buying/research group ZenithOptimedia has made some forecasts regarding where the ad dollars are expected to go.
Overall, ad spending is expected to fall; Zenith cut its forecast from 4.3 percent to 3.8 percent in light of financial problems in Europe.
Even as new media grows, TV remains “dominant and unmoved,” AllThingsD writes. “Digital’s growth, to date, remains fueled in large part by the decline of print,” the article adds.
An interesting aspect of Zenith’s report is how digital ad spending is divided up. Where before Internet advertising was essentially synonymous with paying Google for search advertising, that has changed with the rise of display ads.
“Globally, display ads will be growing at a 20 percent clip the next couple years, Zenith says, while paid search will move at 14 percent,” the article explains. “Google is a big player in display advertising, too — it has been spending heavily on acquisitions there for years — but it doesn’t have anything like the lead it does in search.”
“That’s a big growth story for Facebook and a potential lifeline for Yahoo and AOL,” AllThingsD continues. “And if somebody else wants to build a business based on selling ads — not just eyeball acquisition, but the actual work of turning those eyeballs into marketing opportunities — that’s a real opportunity for them, too.”
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