Call it a game of Clue, digital style:

According to PricewaterhouseCoopers, global advertising will increase to US$521 billion in 2010 (up from US$385 billion in 2005).

Earlier today, when Publicis announced its acquisition of Digitas, its CEO Maurice Levy said: “this operation will constitute a powerful growth engine for all of Publicis Groupe in a context in which digital and interactive marketing and communications should represent more than 10% of all worldwide investment by 2010.”

If PWC and Levy are right, the global Web advertising business will represent 10% of $521B, or $52.1B.

Still with me?

But PWC itself expects Asian advertising alone to be a $110B market in 2010? 

We know that the US is set to fall between $25B and $32B according to eMarketer and Morgan Stanley…

This is awkward.  Either Levy is underestimating Web advertising or PWC is overestimating Asia’s ad market.  In fact, by “digital and interactive marketing and communications” he is including PR. 

Anyone care to chime in?

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