Thursday, 20 June 2013
More interesting is the evolution of the composition of advertising spend. TV still dominates and the classical media are relatively stable. Only print declines, albeit slowly at -4%. What is notable - although not that surprising - is the explosive growth of digital advertising spend and, in particular, mobile and social-media ad spend. Search, video and classical digital (banner) advertising also grows at a fast pace (10-20%). At this rate of change, it is reasonable to assume that digital media will represent 25% of total spend by the end of next year.