Well it seems that different studies of different advertising sectors in different countries are, well, different. Hot on the heels of McClatchy's reporting online ad revenue offsetting decreased traditional media advertising gains comes the reversal of ZenithOptimedia's forecast for the 2009 UK online ad sector, citing a 2.1% decrease rather than a 2.3% increase.
According to the new figures, UK online ad spending will continue to fall in 2010 by 1.1% with a 4.9% lift expected for 2011 bringing the industry back to 2008 figures.
Zenith projects that the overall world ad economy will get back on track with .5% growth next year and 4.3% growth in 2011. Tellingly, developing nations are expected to lead with 7.8% ad growth in all media, while the 'developed' countries of W. Europe, US and Japan can expect to see a further 2.9% fall.
The good news is that the market seems to be bottoming out; recent improvements in business confidence have been met with good signals from both advertisers and publishers alike, according to the report.