Who Will Reap The Quarter-Trillion Dollars Of TV and Online Ad Spend In 2015?

Published June 10, 2010 at 7:30 p.m.
One hundred billion dollars and $150 billion; those are the global numbers that Magna Global's Brian Wieser projected this week will be spent annually on online and TV advertising respectively in five years. That's a lot of money, and represents strong growth for both sectors...Like most of you, the projections beg a critical question: who will benefit from that increased spend? Will it be ad agencies? Content creators? Media distributors? Internet and search giants? Consultancies? All of them? None of them? While I am not ready to opine on which of those industry categories will win or lose, I am ready to offer my opinion on the kinds of expertise the winning companies will most likely possess. Here they are:


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