Carat predicts digital ad rush
Internet Marketing
18 March 2008
Media agency, Carat has downgraded its global advertising growth from 6.2 per cent to six per cent, but has predicted online will grow the strongest.
It revised up its previous forecast for the UK, with ad spend now increased to 6.4 per cent from 5.9 per cent in 2008 and digital remains the strongest growth sector.
Mainardo de Nardis, chief executive of parent company Aegis Media, said: "Digital's success story continues. We predict it will approach a ten per cent share of all global ad spend in 2009."
Growth in the sector is expected to reach 23.3 per cent this year although the firm has predicted it will fall to 18 per cent in 2009.
"Overall, our forecasts for 2009 are more conservative than those for 2008, but we don't foresee a severe slowdown in global spend as a result of the last six months' financial uncertainty," he continued.
Advertisers are looking to capitalise on the growth of internet-enabled mobile phones, which allow them to extend the reach of their messages.
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