ING: the end of the advertising advertising fall in sight

Turnover from advertising was further reduced by 4 percent. ING reports that. As a result of the cutbacks within the business sector, a 2 percent drop in turnover is also expected for 2012. The advertising market is likely to attract from the second half of this year. Social media and the mobile advertising market offer opportunities

Turnover from advertising was further reduced by 4 percent. ING reports that. As a result of the cutbacks within the business sector, a 2 percent drop in turnover is also expected for 2012. The advertising market is likely to attract from the second half of this year. Social media and the mobile advertising market offer opportunities.

Organizations first return external cost items before cutting into their own meat, ING concludes. This explains the early cyclical nature of the advertising industry and ensures that the strongest contraction is probably already behind us.

In anticipation of the improving economy in 2013, the sector is expected to show revenue growth in the second half of 2012. The advertising about the European Football Championship and the Olympic Games contributes to the shrinking of the advertising sector compared to 2011. In 2013, small growth is expected when the sector can benefit from the increase in corporate spending.

Due to the availability of mobile internet and the rise of mobile devices with internet possibilities, there are opportunities for advertising agencies that focus on the mobile advertising market. The rise of smartphones and tablets also offers opportunities for location-based mobile advertising, according to Sasja van As-Winters, sector manager for Business Services at ING.