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In a bid to attract advertisers, the IAB, which represents the interests of interactive media companies, is to rebrand streaming media as “interactive broadcasting”. Research among more than 500 executives, 70% of whom work for ad agencies with primary responsibility in the media buying, planning and supervisory categories, found that 79% agreed that the change… Continue reading IAB Reveals New Name For Streaming Media

The consensus of a number of recent key advertising forecasts puts 2002 global growth at -0.5%, rising to 2.8% in 2003. These figures are compiled from an average of the most recent forecasts from Lehman Brothers, Zenith Optimedia, Aegis and Merrill Lynch. The consensus for European growth is -2.5% this year and 2.4% in 2003.… Continue reading Insight Analysis: Global And Regional Advertising Forecasts Comparisons

The advertising market could be just as tough next year as it has been in 2002, Alain de Pouzilhac, chairman of French advertising network Havas, told a news conference this morning. Announcing the group’s first half results (see Havas Sees A Deteriorating First Half), de Pouzilhac said that the market actually deteriorated between the first… Continue reading 2003 Could Be As Tough As 2002, Says Havas Chairman

Advertisers are likely to be wary of increasing their spend going into an uncertain 2003, according to Merrill Lynch media analyst Neil Blackley. This will probably result in the recovery next year being ‘somewhat muted’, he said in a media investment report. The report says that advertisers are unlikely to increase their spend next year… Continue reading Advertising Outlook And Background From Merrill Lynch

The worst of the advertising recession is over and the long-term outlook is bullish, according to speakers at a Lehman Brothers media conference, held at the beginning of this week. Sir Martin Sorrell, chairman of global communications network WPP and a key prognosticator, says that the prospects for 2003 are slightly better than 2002, with… Continue reading Ad Recession: Worst Is Over, Conference Told

The US and UK advertising industries are to show the lowest year on year decline of the top seven global markets in 2002, at -0.1% and -1.2% respectively, according to the latest growth forecasts from Zenith Optimedia. The year on year growth figures are compiled from the gross revenue forecasts from Zenith, analysed in more… Continue reading Top Seven Ad Market Growth Forecasts To 2004, From Zenith Optimedia

A recovery in global advertising markets is not yet that evident, despite ‘patchy’ demand in the US, according to the latest forecasts from Zenith Optimedia. An analysis of the world’s seven largest markets, which comprise 73% of the total global expenditure, shows that any significant growth is not likely until 2004 in constant currencies, rather… Continue reading Zenith Warns Of No Real Recovery Until 2004 In Global Ad Forecasts

Global media agency network, Aegis Group, has upgraded slightly its US and Asia forecast and has reduced the figures for the European market for 2002. Announcing its first half results this morning (see Aegis Sees No Improvement In Europe, Results In Line), Aegis said that the strong upfront markets in the US have pointed toward… Continue reading Aegis Upgrades US & Asia Ad Forecasts, Downgrades Europe

Analysts at Merrill Lynch have slightly downgraded their 2003 forecasts for US and global advertising growth, warning that further downgrades are more likely than upgrades. The broker says that in its previous forecasts in June it was modestly raising the figures, believing this was an err on the conservative side. Now, it is reducing the… Continue reading Merrill Lynch Lowers 2003 US And Global Ad Forecasts

Almost half of all homes in the US, Canada and Latin America region will have switched to digital television (DTV) by 2007, according to a new forward-looking report from Zenith Optimedia Group. According to a report by the World Advertising Research Centre (WARC), the Television In The Americas To 2007 study shows that whilst DTV… Continue reading TV In Americas Outlook To 2007 From Zenith Optimedia