Marketing executives are predicting 3.8% growth in ad spend in 2012, while media agency executives are predicting a more modest 1.7%, according to Starcom MediaVest.
Starcom's annual Media Futures report, which is based on interviews with marketers, media agency executives and consumers, reveals a great deal of disparity between predictions, particularly regarding overall ad spend.
Starcom chief executive John Sintras told AdNews media executives are more cautious because they have come off a bad year. “They have been burnt by a year when the market did not perform, so they are more cautious and pessimistic.”
He went on to say: “The predictions of marketers may be higher, but you must keep in mind it is coming off a year of no growth. So we are seeing small growth off a year with no growth.
“The fact that both are predicting growth is a good sign.”
According to marketing executives, online display will see the highest year-on-year growth in advertising spend, at 10.6%. Online search, online mobile and digital free-to-air will see the next highest growth, at 6.6%, 6.5% and 2.9% respectively.
Interestingly, marketing executives have predicted outdoor will see a decline of 4.7%, despite the fact that last year the sector was one of the strongest performers. Media executives, however, have predicted 1% growth for outdoor.
Meanwhile, consumers are upbeat about 2012, with two thirds saying they feel their situation is the same or better than last year.
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