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BtoB

Forecasters remain bullish on online advertising

Published on .

London—Online advertising is expected to grow seven times faster than offline advertising in 2007, according to media agency ZenithOptimedia, which released its 2007 ad spending forecast on Monday.

ZenithOptimedia said global Internet ad spending is expected to grow 28.2% in 2007, while spending on other media will see 3.9% growth.

Other forecasters came out with similar numbers Monday.

WPP Group’s GroupM, a London-based media agency, also predicted 28% ad spending growth online in 2007, while Merrill Lynch forecast 22.9% growth.

ZenithOptimedia predicted Internet spending will overtake outdoor advertising this year and is poised to overtake radio spending in 2009.

ZenithOptimedia said total global advertising spending will grow 5.3% to $446.3 billion in 2007, a slower pace than this year’s 5.9% growth. GroupM similarly predicted global ad growth at 5.0% next year, compared with 5.3% growth this year.

—Carol Krol

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