The marketing and advertising industry will to continue to witness “dramatic” change in the New Year, an expert has said.

Eva Berg-Winters, digital media expert at PricewaterhouseCoopers, explained that digitisation has transformed business models structurally across the media industry and this is set to continue well into 2010.

She pointed out that as the UK economy recovers from the downturn, marketers will take increasing advantage of online platforms, which will continue to play out their strengths in terms of accountability and measurability.

“I think the UK will see a turnaround,” Ms Berg-Winters said, “but it will not be an easy turnaround and online will play its strengths in terms of being more convincing as something that people will be investing in.”

A recent revised forecast by GroupM found that advertising spending in measured media across the UK is expected to fall 12 per cent in 2009 compared to the previous year. However, the UK will return to five per cent ad growth in 2012.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing