Interesting forecast on 2008 global advertising market, according to GroupM. Some key takeaways:
- Internet ad spending is expected to exceed 10 percent of global ad investment in 2008 for the first time ever.
- Search will comprise 65-70 percent measured online advertising in 2008, up from 50 percent in 2005.
- Another first, in one country - Sweden - online advertising is expected to be the largest single medium. The U.K. and Denmark are likely to be the next in line.
- Advertising spending in newspapers is expected to continue to suffer, and new softness is already evident in some large categories such as automotive, airlines, and retail. The continued heavy loss of classified advertising to the internet continues to do the most serious damage.