Advertisers are reshaping the media pie. Publicis Groupe's
ZenithOptimedia expects the internet to surpass newspapers this year as the
nation's second-largest advertising medium, behind TV. By ZenithOptimedia's
tally, the internet was the fifth-largest ad medium until 2009, when it powered
past magazines and radio into the No. 3 spot.
Nearly three-fourths of Zenith-Optimedia's internet breakout comes from what
Ad Age currently counts as unmeasured spending (including paid search, online
video and mobile ads); the rest comes from measured disciplines (display
advertising, including display ads on social-media sites).
Eric Payne on 20 May 14"The deal, easily the largest yet between an agency holding company and a tech company, would pool global spending from Publicis media networks Starcom MediaVest Group and Zenith Optimedia as well as large digital shops like Digitas, Razorfish and Rosetta."
