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ZenithOptimedia: Social Media, Mobile Ads Fuel Improved Outlook
ZenithOptimedia has revised its ad spend forecast upward for the U.S. and Europe, while the internet is poised to grow 13.1 percent in 2010 and gain another 16.1 percent year-over-year in 2011. In the U.S., mobile ad spending and social media ad spending have had a particularly strong impact on the online space’s growth.
In April, Zenith revised its 2010 global advertising growth from 0.9 percent to 2.2 percent—its second consecutive upgrade following 18 months of retreating from previous forecasts.
The Publicis Groupe media buyer notes that both mobile and social media ad spend are most visible and best measured in the U.S., making it a good barometer for the rest of the world. Thanks to the continued high sales rates for Apple’s iPhone and phones powered by Google (NSDQ: GOOG) Android’s OS, mobile advertising is growing faster than the internet in general. The same is true for social media, thanks mostly to Facebook. Obviously, before last year, both options were still largely ignored by major marketers, except as an experiment.
