The media agency, part of Publicis Groupe, says global advertising-spend will continue to increase for the next three years and is set to exceed its 2008 peak in 2012.
Online advertising has grown at three times the speed of the market as a whole, driven by online video and social media. However, Steve King, ZenithOptimedia’s worldwide CEO says that the “importance of the internet is underrepresented” in the figures.
“Advertisers are investing a lot more in owned and earned media, where their activities do not count as ad expenditure in the traditional sense,” he says.
Television, cinema and outdoor advertising spend has continued to grow boosted by digital technology.
Print advertising fell again and is expected to fall 2% between 2010 and 2013.
The UK has the fifth largest ad-spend in 2010 at $18,047m (£11,504m), according to ZentihOptimedia.
USA $151,519m (£96,575m)
Japan $43,267m (£27,577m)
Germany $24,631m (£15,701m)
China $22,606m (£14,410m)
UK $18,047m (£11,504m)