Omnicom Media group just published its outlook on 2012 and 2013 trends in the advertising market. On the menu: two possible scenarios. One of “moderate stability” with an overall growth of 0.8%, the other “crisis” with a recession of 1.5%. In both cases, according to Omicom Media group: “We should not expect a very positive 2012 for the advertising market”.
The cabinet therefore forecasts a slowdown in investments in 2012, which could be explained in particular by the presidential elections, responsible for aa wait-and-see period in the first half of 2012. This slowdown would turn out to be more or less marked depending on the context of the second half. And, not all media should be impacted in the same way.
Thus, the Internet should continue to be the medium that is experiencing the strongest development (with in particular strong growth in investments in video). The mobile, for its part, should see its investments doubled.
On the other hand, 2012 could prove to be more difficult for TV, the press and the display, media concerned by the rise of the web. Radio, a “crisis media”, would see its investments stabilize or increase slightly (0-1%).
After a more or less gloomy 2012, the year 2013 should show a clear recovery with an expected overall growth of 2.4%.