Ad Market Recovering Despite Shocks in Japan, Middle East
Global ad expenditure is now forecast to grow 4.2% in 2011, down from the 4.6% forecast in December 2010, due to the effects of political instability in the Middle East and the earthquake in Japan, according to projections by ZenithOptimedia.
Even so, online advertising is expected to continue surging worldwide, with 16.4% average annual growth projected for display advertising through 2013, and double-digit growth in paid search and online classifieds expected over the same period.
Below, additional projections issued by ZenithOptimedia.
The cumulative ad spending losses attributable to the events in Japan and the Middle East are projected to total $2.4 billion in 2011. Still, ad recovery is forecast to continue over the long term due to quick rebounds of both shock-affected economies:
- Ad spend in Japan is forecast to shrink 4.1% in 2011, and then grow 4.6% in 2012.
- Ad spend in Egypt is expected to fall 20.0% in 2011, but rebound 12.1% in 2012.
Underlying Recovery Still Healthy
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