Chicago-based advertising transactional services provider
Strata projects that ad spending will increase between 3% and 5% in 2013. The
new projection is in line with forecasts made in December by some holding
company-owned media shops. Publicis Groupe’s
ZenithOptimedia for example estimated that U.S. ad spending this year would
climb 3.5% to nearly $166.5 billion, while WPP’s GroupM forecasted a 2.7% hike
in expenditures. Strata, which is owned by Comcast Cable, processes around $50
billion in ad transactions through its software annually. The company said that
based on orders placed so far for the first quarter, demand is up slightly in
the home improvement and auto ad categories.
