The largest companies will be more modest in marketing expenditure because of amplifying fears of repeated recession in the USA, world advertising agencies expect.
Though the media companies last weeks tried to keep optimism, the heads of advertising agencies interrogated last week Advertising Week, recognized that their clients the next months, most likely, will withdraw budgets, writes Financial Times. «Delay of restoration of economy in emerging markets together with accruing fear of repeated recession have led to that some advertisers didn’t begin to increase expenses in the end of the year as it was planned earlier», — it is told in the report of agency ZenithOptimedia which has lowered recently the forecast on growth of the market of advertising in the world.
Now agencies and their clients reconsider efficiency of various media — television, outdoor advertising, printing mass-media, the Internet and their combination. «As money becomes less, we once again will analysis, which advertising campaigns lead to growth of sales, — David Sejbl, the chief executive of New York agency Young and Rubicam speaks. — especially attentively we investigate expenses on Internet advancement». Heads of agencies and advertising departments say that what offer interaction with clients, instead of simply wide coverage search among Internet campaigns. The most popular decision for such campaigns name Facebook.But pessimism of advertising groups is constrained by two actions of the next year because of which advertisers can’t so strongly to reduce the budgets in media. Budgets of the largest advertisers will be involved with the summer Olympic Games in London. And elections in the USA (it is the largest advertising market in the world) will fill with “political” money regional TV channels, outdoor advertising and printing mass-media.
The situation hardly can be compared to crisis 2008 or 2009, Michael Roz, the executive president of advertising group Inter public Group speaks: «clients have money, and they have an access to credits. It is a question of confidence of the future».
BuySocials 