Carat, the media communications agency, has today published its forecast for worldwide advertising expenditure next year – predicting that global investment in digital advertising is set to overtake newspapers for the first time.
Robust growth of 5.8% is predicted for 2013 on the back of a recovery in 2011 and expected positive momentum throughout 2012.
This year is predicted to be a bumper one for advertisers with a number of big ticket events, from the US Presidential elections to the Olympics, holding global expenditure steady at 6%.
Commenting on the Carat forecasts, Jerry Buhlmann, Chief Executive of Aegis Group plc, said: “The figures also show the continuation of two long-term trends. Digital will gain further strength in 2013, when online investment will overtake newspapers for the first time, fuelled by consumer appetite for online video and social media, and the increasing penetration of mobile internet access.
“At the same time, the two-speed world will continue, with the BRIC advertising markets still outstripping the performance in the developed economies.
“In these times of rapid change, global advertisers are increasingly choosing to work with those best-adapted to these dynamic markets to support them in re-inventing the way brands are built. The successful players aligned behind these trends with focused and specialist offerings can look to the future with confidence.”