World ad expenses to grow in 2011

 Global spending on advertising will continue to recover next year, headed by expanded internet marketing and cost in emerging economies, as found by researchers ZenithOptimedia Group Ltd. and Magna Global.

An increase of 4.6 percent on spending is expected next year, after a 4.9 percent strong growth in 2010, according to ZenithOptimedia, a media buying company which is owned by Publicis Groupe SA. Magna, which monitors ad sales but not spending, forecasts a 5.4 percent gain in 2011, following a 6.9 percent rise this year.

China will be the next giant ad market lagging just behind the U.S. and Japan next year. ZenithOptimedia also indicated that as spending recovers after the financial crisis in 2008, the growth in advertising does not meet its long-term trend rate of 6 percent.