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Analysts Forecast Small Rise in ’08 Ad Spending

Mar 18, 2008  •  Post A Comment

Facing a weak economy, execs and analysts are keeping a close watch on traditional and digital ad spending, according to a report by Citi Investment Research.
The analysis foresaw ad budgets climbing 3%-5% in 2008, with a boost from the presidential elections and the Summer Olympics in Beijing. It called a pull-back “unlikely,” but more plausible in traditional advertising than in new media, where most local ad spending has migrated.
Citi stressed the importance of a focus on the digital space, where increased advertiser interest is leading to a need for greater innovation by agencies in order to keep up with emerging phenomena such as social networking and more robust ad technology from strongholds like Google.
While the report indicated “no sign of recession” at present, it also noted that execs expect spending in 2009 to be flat.

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