Parks Associates forecasts advanced TV, mobile advertising, and social networking to lead long-term recovery in US ad spending. Targeted and interactive TV advertising will lay the foundation for the long-term recovery of US ad spending, while spending on broadcast network TV will return to pre-recession levels in 2010, leading the more immediate recovery, according to Advertising Outlook: Shifting Dollars.

The report features a survey of US advertising and media executives and found this group optimistic about 2010 ad spending as well as the long-term impact of advanced advertising formats. A majority would pay a premium for addressable TV ads, with almost 40 per cent willing to pay upwards of 20 per cent more over traditional TV ads.

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