London—Global advertising continues to strengthen, with ZenithOptimedia predicting that international ad expenditures will grow 3.5% in 2010. The company, the media services division of Publicis Groupe, had predicted in April that ad spending this year would grow only by 2.2%.
The company is forecasting the rebound will accelerate, with global ad expenditures increasing by 4.5% in 2011 over this year, and by another 5.3% year over year in 2012.
Expected rapid growth in Internet mobile and social media will help drive digital marketing expenditures up by 17.1% by 2012, compared with a 12.7% growth rate in 2009. Paid search, according to the company, is the main engine of Internet growth, and pay-per-click expenditures will command 52.6% of all Internet advertising by 2012.