Ad-spending growth is poised for a significant slowdown in 2017, due to economic and political uncertainty, according to the latest forecast from Magna Global, the ad-buying agency owned by Interpublic Group of Cos.
The global ad business will see a slowdown to 3.6% spending growth next year, down from the 5.7% growth clip projected for 2016, when spending is expected to total $493 billion, Magna said. The 2017 forecast is an improvement over a June estimate that 2017 spending would grow 3.1%.
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