While TV will remain advertising’s No.
1 medium, digital -- principally online display and search -- will account for
one-fifth of all ad spending next year, according to new projections released
this morning by Aegis Group’s Carat unit. The forecast, which calls for the
global ad economy to expand 3.7% this year, represents a significant downgrade
from Carat’s previous projections in August 2012, when Carat projected ad
spending would increase 5.1% in 2013. On the bright side, Carat projects
worldwide ad spending will rise 5.0% in 2014, led by double-digit increases in
Latin America, Russia, and a resurgence in North America and the U.K.
