ZenithOptimedia Forecast Market Decline
ZenithOptimedia have commented that they expect the global advertising market to continue to fall by a further 1.6% this year before it can recover in 2010. As part of the Publicis Group, ZenithOptimedia has revised its previous prediction of a fall in the market of 6.9% which it revealed earlier this year to an 8.5% decline. ZenithOptimedia has stated that they feel online revenue will be the only area which will continue to grow for the year. Online revenue is up 10.1% for the year and is expected to make up 15.1% of all advertising expenditure by 2011. ZenithOptimedia envisages that paid search will contribute to the vast amount of growth in this area as it is an “ideal method of reaching consumers looking for bargains”.
These figures from ZenithOptimedia are announced a month after WPP’s GroupM forecast a 5.5% decline in the advertising market for the year.
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