Media-buying group ZenithOptimedia has raised its worldwide advertising growth estimate again, this time to a 3.5% hike in 2010 over the year before, citing strong gains in North America and Europe as well as higher revenues from Internet, mobile and social media. Meanwhile, a study by Nielsen calls for increased investment in campaigns that target the estimated 78 million baby boomers in North America. Nielsen estimates ad dollars spent looking to reach this particular demographic are less than 5% of the overall expenditures, overlooking a group that has “tremendous buying power."
