Digital advertising still set to deliver growth

TV and internet advertising is set to fuel continued growth of the overall advertising market in the absence of further economic shocks, according to PricewaterhouseCoopers.

Nick George, partner, strategic entertainment and media at PricewaterhouseCoopers told Informa’s Digital TV Summit yesterday that advertising in the UK was expected to grow by 4.8% between 2010 and 2015, with advertising in Germany growing by 3.8% and France by 3.6%. Emerging markets Russia and Turkey would deliver growth of 13.9% and 10.6% respectively, while China would deliver growth of 14.1%.

George said he did not expect any growth in traditional advertising in mature markets including the UK, but said growth will be driven by digital advertising and online media. He said he expected digital’s share of the UK advertising pie to grow from 33% in 2010 to 44% in 2015.

George cautioned that it was difficult to deliver long-term forecasts amidst continued economic uncertainty, and that the situation could change if the global economic situation worsened significantly.