Its Long Term Advertising Expenditure Forecast, compiled by the World Advertising Research Center, concluded two possible scenarios for ad spend. One, is a "high option", which forecasts a 52% uplift in ad spend over the period. A second scenario forecasts a 28% uplift in ad spend between 2010 and 2020.
If the current economic downturn is factored in to its forecasts, then ad spend is forecast to increase by as much as 32% between 2007 and 2020.
The Advertising Association suggests online's share of spend will jump from the current 6% to 14% by 2020.
Key growth areas expected include "other classified" (includes paid-for search advertising), which is predicted to increase its share of total spend from 27% to 38% by 2020, helping to offset a predicted downturn in display advertising from 66% to 55%.
Across the classified sector, the internet is predicted to become the dominant medium, and its share of recruitment advertising is predicted to rise from 31% in 2010 to 58% to 2020.
Mobile advertising is expected to account for around 10% of all advertising by 2020.
The Long Term Advertising Expenditure Forecast bases its advertising expenditure forecasts around the expected future performance of the UK economy and assumed that UK GDP will begin to grow from 2010.
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