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Many people here at Cannes Lions 2010 have been looking into crystal balls all week and some have seen the same vision. It invariably consists of a digital future where technology is reaching bigger audiences with richer, more relevant and engaging advertising.
It was Marcel Fenez’s turn to share the perspective PwC has in his capacity as Global Entertainment & Media Leader yesterday. He was joined onstage by Michael Roth, IPG CEO and Brian Perkins, VP of Corporate Affairs at Johnson & Johnson to share their 35,000ft views.
One consistent view we’ve heard all week is that the consumer will be very explicit about how he or she wants to consume content, through whatever device and in whatever form. Marketers therefore need to be nimble enough to recreate their message across multiple screens and beyond. This is all really good context for the trends in ad buying that PwC foresees every year until 2014.
These insight are that:
1. There will be slow growth globally for the next few years
2. The US still spends considerably more dollars on advertising than any other country but that China is accelerating rapidly
3. Digital’s share of the pie moves from 15% in 2009 to 21% in 2014
4. TV also grows but newspapers and print in general slow down
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