Zenith Projects Ad Spending To Grow 82%
Zenith Optimedia has reported that between 2006 and 2009, the internet is projected to grow six times faster than traditional media, increasing its share of the ad market from 6.1% to 9.4%. According to the agency, there will be a 29% gain in 2007 over 2006, and a 19% increase in 2008.
EVP-strategic resources for Zenith Optimedia, Bruce Goerlich describes the method behind the calculation: “To be sure, there’s a certain incremental slowing of growth for online ads, but you have to look at it in terms of the entire ad market. The reality is that advertising is growing an average of 5% a year. By that vantage point, we don’t believe online ad spending has peaked.”
The current projections are similar to those put out by the company in March with the exception of the upgraded worldwide predictions. The forecast shows the internet will take 8.6% of global ad spending in 2008 and 9.4% in 2009. This comes up from the previous report of 8.6% in 2009. Online ad spending comes in with an expected growth of 82% between 2006 and 2009, while the rest of the advertising market will grow 13%.
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