The global advertising market is looking robust as advertisers are in a better position than they were at the start of the downturn in 2008, says ZenithOptimedia’s latest report.
The media company says that advertisers have built up large cash reserves since 2008 but as they are earning poor interest rates, companies are likely to invest in advertising “in competition for marker share, and as a way of stimulating extra consumption.”
The media agency network predicts global ad expenditure will grow 4.7% in 2012, up from 3.5% in 2011, despite the crisis in the Eurozone. Expenditure is then expected to rise 5.2% in
It attributes the robustness to the “quadrennial” effect of four events next year, the Olympics, European Football Championship, US Presidential elections and other elections, alongside a recovery in Japan from the earthquake earlier this year.
Western Europe is expected to show smaller growth, predicted at 2% in 2012, despite the fillip of the London 2012 Olympics. The forecast assumes that GDP will continue to slow in the Eurozone and assumes that even if conditions deteriorate the impact on global growth will be “limited”. Defaults in two Eurozone countries could turn growth into a -4% reversal but global ad expenditure would still rise by 3.2%.
NEWS BY:http://www.marketingweek.co.uk/disciplines/advertising/global-ad-expenditure-expected-to-rise/3032432.article
The media company says that advertisers have built up large cash reserves since 2008 but as they are earning poor interest rates, companies are likely to invest in advertising “in competition for marker share, and as a way of stimulating extra consumption.”
The media agency network predicts global ad expenditure will grow 4.7% in 2012, up from 3.5% in 2011, despite the crisis in the Eurozone. Expenditure is then expected to rise 5.2% in
It attributes the robustness to the “quadrennial” effect of four events next year, the Olympics, European Football Championship, US Presidential elections and other elections, alongside a recovery in Japan from the earthquake earlier this year.
Western Europe is expected to show smaller growth, predicted at 2% in 2012, despite the fillip of the London 2012 Olympics. The forecast assumes that GDP will continue to slow in the Eurozone and assumes that even if conditions deteriorate the impact on global growth will be “limited”. Defaults in two Eurozone countries could turn growth into a -4% reversal but global ad expenditure would still rise by 3.2%.
NEWS BY:http://www.marketingweek.co.uk/disciplines/advertising/global-ad-expenditure-expected-to-rise/3032432.article
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