Digital advertising catching up to TV ... Don't touch that dial ... Pick up the mouse instead. That's the word from Magna Global, IPG's media-research unit, which predicts spending on digital advertising will rise 15 percent next year on a steady march to catch up with television ad revenues by 2019."It will happen sooner than we previously thought," Vincent Letang, Magna Global’s executive director for global forecasting, said today at UBS AG’s media and communications conference in New York. What's fueling the accelerated growth? Mobile, of course: In 2014, mobile ad spending rose 72 percent, and it will keep up and to the right for the foreseeable future.
... But global spending's still sluggish. Zenith Optimedia already let out a bearish growl this week, downgrading its forecast for global ad spending. Now GroupM has joined the chorus, cutting its forecasts for 2014 growth to 3.9 percent, down from 4.5 percent. WPP's forecaster blamed rocky sales conditions in China, Brazil, Israel, Nigeria and Russia. It also predicted 4.9 percent growth in 2015, down a tick from its 5 percent forecast in August.
Early kickoff for Super Bowl buzz. It's a growing Super Bowl tradition: pre-game activity by brands looking to steal a march on TV's highest-profile advertising event. Social looms large: Doritos has issued its annual call for amateur advertising concepts to air at the game, and GoDaddy has selected a golden retriever puppy to star in its Super Bowl spot alongside spokeswoman Danica Patrick. (The social Web is invited to name that pooch.)