- Brands need to develop integrated advertising campaigns across traditional and new media to interact effectively with their targeted communities
David Elms, KPMG’s Head of Media comments on the latest ZenithOptimedia forecasts for the global advertising market released earlier this week:
“The data highlights once again the phenomenal growth of Internet advertising across the globe.
“According to the forecast, Internet advertising will remain the fastest-growing medium this year, propelled by the rapid rises in online video and social media advertising, each of which are growing at roughly 30 per cent annually. Overall, ZenithOptimedia expects internet advertising to rise 14.4 per cent in 2013, compared to predicted growth of 1.6 per cent for traditional media.
“This highlights the critical importance for brands to develop integrated, coherent and complementary advertising campaigns across traditional and new media.
“Television advertising remains the corner stone of many campaigns but, even through television, the sophistication of advertising campaigns will need to continually evolve - notably through interplay with the second screen. Whilst the second screen is a potential threat to the effectiveness of traditional television advertising, those willing to embrace the opportunity of integrated campaigns with the second screen, will see greater and more effective inter-action with their targeted communities.
“Importantly ZenithOptimedia also forecast solid advertising growth across the developed economies as well as Asia and Latin America, another encouraging sign showing that we are moving into a period of more sustained growth.”-ends-
Katrin Boettger, Senior PR Manager
Tel: +44 207 896 4232 / 0782 4475168
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