Experts Project 2010 Ad Spending and Future Trends

Posted on 12/11/2009 by Jim Pickerell | Printable Version | Comments (3)

ZenithOptimedia (Publicis) says that global ad spend for 2009 will be 10.2% lower than 2008, but that in 2010 it is expected to be up 0.9% compared to 2009. Group M (WPP) thinks 2009 spending will only be down about 6.6% from 2008 levels and expects 2010 to be 0.8% above 2009. There is no expectation that ad spending will get back to 2008 levels anytime soon.

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Copyright © 2009 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-251-0720, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


  • Yva Momatiuk Posted Dec 11, 2009

    You wrote:

    ZenithOptimedia (Publicis) says that global ad spend for 2009 will be 10.2% compared to 2008

    I think you meant:

    ZenithOptimedia (Publicis) says that global ad spend for 2009 will be 10.2% less compared to 2008

    Yva Momatiuk

  • Jerry Kennelly Posted Dec 14, 2009
    Jim, can you explain a little more about what you mean when you say " When pictures can be sold for Internet ads, the fees paid are a fraction of what is paid for print ad use." in the very last paragraph? I am not sure i understand what you mean regarding the comparison for print ad use? thanks Gracie

  • Jim Pickerell Posted Dec 17, 2009
    The fee for many of the traditional images licensed for online use alone, regardless of how they are being used, tends to be $49 or less. Then we also have the increasing use of microstock images for online advertising uses. The kind of fees traditionally paid for RM images used in print advertising, and even traditional RF fees for large file sizes, are seldom seen when the only advertising use is online. When the same image is used in print and online there is usually very little, if any, additional charge for the additional online use.

    We also need to keep in mind that the space rates advertisers are paying for placement of their ads online tend to be one-tenth, or less, of the amount they pay for one placed in a printed product with the same exposure. When they place such a lower value on an online ad compared to one used in print they tend to expect that the cost of producing that online ad will be less.

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