Overall patterns of growth in 2007 are forecast to be relatively consistent with 2006. Global adspend growth is expected to be 5.8 per cent, slightly down on last year's 5.9 per cent. Following digital, out-of-home and cinema are the next two fastest-growing media.
The forecast for UK adspend growth in 2007 is 4.1 per cent, with online accounting for almost all of this. Carat states that the UK is "one of the most sophisticated and developed online advertising economies", with display accounting for just one quarter of total investment. In the US, online media remains the fastest growing space. Internet services account for nearly eight per cent of spend, while US households spend approximately 15 per cent of their media time online.
UK digital television services are forecast to grow well throughout the year, while total spend on TV is likely to be flat. The outlook for publishing is continued investment in online services to compensate for declining hard copy sales.
Maniardo de Nardis, CEO of Aegis Media, said: "2007 is an exciting moment in advertising: media, entertainment and consumer behaviour are evolving on a daily basis. But while digital continues to outpace all other media in every corner of the world, rumours of the death of so-called ‘old media' are exaggerated. In some part of the world, demand remains vibrant. At the same time, we are watching a variety of new hardware, formats and services with interest."
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