The odds aren’t coming up on your screen now

This is the time of year when everyone makes predictions about the next twelve months, but you won’t be amazed at mine. According to ZenithOptimedia’s new Advertising Expenditure Forecasts, global spending on advertising will grow 4.9% in 2015, but within that, spending on online advertising will grow 17%. So my prediction is that within the engineering and scientific sectors, there’ll be a continued drift away from print to online advertising, which will be the dominant promotional expenditure for an increasing number of companies.

This is hardly a prediction which is going to get Ray Winstone interrupting the football to give me the odds for. But it will affect everyone who advertises online, because it’s a competitive market, and more money means less space for each advertiser for a finite number of eyeballs. So while we’ll endeavour to get increasing efficiency from our clients’ accounts, if you manage your own you’ll have to do the same to keep up with us. For all advertisers, I’d suggest it’s likely that a small budget increase might be necessary to maintain the impact.

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