Marketing Forecast from Ad-ology

The global ad market is in recovery and analysts are looking for a growth rate of 4.5% over 2010 levels. As in the U.S. , the big story for the global ad market is online. Analysts say that the growth in this format, on a global basis, will reach 16%. However, online market is still not close to catching up with the number one media format: TV. Especially in emerging nations, TV will grow steadily and maintain its top position with 42% of all ad spending. At the same time, the World Association of Newspapers believes that print will decline another 1% this year.

The start of each calendar year brings forth numerous predictions about advertising and the media industry. Many of the reports are based on surveys by industry operators intent on making the future look good for their sector. So it’s always interesting to check out the opinion of an unbiased source. S&P Equity Research just releasedRead the Rest…

With all of the focus on the hyper-growth of online advertising, it’s easy to forget that there are other key media formats in the marketing arena. And some of these formats, while smaller than TV, are showing potential for growth in the next several years. Revenue projections provided by ZenithOptimedia are looking particularly strong for the cinema and outdoor ad sectors.

Broadcast TV advertising rebounded nicely in 2010. Through the 3rd quarter of last year, both spot and network TV experienced healthy increases over 2009. At the same time, analysts believe that the local TV market will turn in strong performances through 2014.

Agencies were pleasantly surprised by the rebound in the ad market in 2010. Recovery in the auto and finance industries along with a contentious election cycle boosted ad expenditures and demand for creative services. Analysts are looking for trend to continue into 2011.

Traditional media companies will continue to face challenges selling ad space in print publications in 2011. Many of these businesses are looking to boost their sources of online ad and circulation revenue. Writing for Adweek, Lucia Moses also notes that businesses in this sector may hone their expertise with apps and market other products to grow non-traditional revenue.