According to Medipost, Magna Global an Interpublic company, has forecast that after a relatively tepid year in which the world’s ad economy expanded only 3.2%, the ad industry’s rate of growth will more than double to 6.5% in 2014. The new forecast, which is being released this morning as part of a series of major agency ad outlooks at UBS’ annual media conference in New York, represents an increase of four-tenths of a percentage point over the 6.1% rate of growth Magna previously projected for 2014.
The improvement is even better in the world’s largest ad market, the U.S., on a relative basis — expanding from only 1.3% in 2013 to a growth rate of 5.5% in 2014, thanks in large part to the stimulus of digital media, especially social, mobile and programmatic media-buying.
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