"Growth rates here in the UK are looking fairly solid. We're seeing growth in the low to mid single digits for advertising in general so far this year, but within that mobile would be growing at double digit rates and traditional media, unsurprisingly, at much lower growth rates."
"But nothing is in negative territory, everything is growing. I would expect that ad growth for this year in the UK will low to mid single digit with mobile and newer media growing higher, traditional media growing lower."
"What you're seeing is mass penetration of mobile devices from across all the providers, which is probably beyond what anybody could have expected. Advertisers are having to respond. Advertisers in general, the big corporates, have been sitting on cash, sitting on their hands for a long time but they realise this is a big shift in consumer behaviour."
Advertising growth rates in the UK are stable and expected to strengthen in 2013 despite the absence of major events. Advertising overall is growing in the low-to-mid single digits, with mobile advertising expanding at double-digit rates while traditional media experiences much lower growth. No media category is declining; all show positive growth. Massive penetration of mobile devices is shifting consumer behaviour, prompting large advertisers to move from hoarding cash to engaging agencies. Agencies and creatives should treat the event-free year as an opportunity to exploit technological and behavioural trends and to develop standout campaigns focused on mobile and newer media.
Read at The Drum
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