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BtoB

Global ad spending accelerating, led by digital

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London—Global ad expenditures will end the year at $464 billion, 3.5% higher than 2010, according to ZenithOptimedia, a Publicis Groupe company, then accelerate through 2014.

According to the “ZenithOptimedia Adspend Forecast Update,” worldwide advertising expenditures will grow 4.7% in 2012, 5.2% in 2013 and 5.8% in 2014.

The Internet will continue to be the biggest contributor of new ad dollars, the report said, accounting for 52.9% of total growth through 2014, to snare about one-fifth of all ad spending. The largest segment, paid search, will contribute 25.6% of all ad spending growth, followed by display at 22.6%.

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