Michael Foster

Advertising giant Omnicom has said that they expect 2012 revenue growth of between 3.5 and 4 percent in 2012. Next year is likely to show strong advertising growth as well. Omnicom CEO John Wren has said that he remains optimistic about advertising growth in 2013 despite the current level of worry in macroeconomic conditions. Wren noted that stabilization in Europe as well as growth in emerging markets could push Omnicom revenues higher. Wren pointed out that Myanmar wasn't a possible market in 2012, but would be in 2013.

The growth in advertising remains a thorny issue, particularly in the digital space where questions of cannibalization plague the growth of mobile, an otherwise bullish sector. Advertisers, platforms and tech startups at this year's ad:tech were heavily skewed toward mobile as growth in the platform appears robust. Yet, as Wren noted to investors, "getting mobile right" remains a challenge and he remains uncertain whether the shift to mobile, which is on just about every advertiser's radar, will be smooth and seamless.

This is where several tech companies promise to save the day, with a mix of online and offline tools that will help advertisers make the transition to mobile while also following other trends, such as the shift toward apps and the need to develop technologies that can target individuals on mobile in a way that makes ads targeted in a meaningful and beneficial way for advertisers. Several targeting technologies were presented at this year's ad:tech, but it remains to be seen how many will be around by the time next year's ad:tech conference is up and running.

Robust growth in advertising beyond Omnicom's 3.5 percent to 4 percent jump for 2012 will be necessary for large advertisers to take mobile more seriously and shift more dollars toward mobile campaigns, unless they feel they have figured it out in a meaningful way that allows mobile campaigns to offer a strong return. While many companies promised to help advertisers on this journey toward the tablet and mobile phone at this year's ad:tech, there will probably be even more next year as advertisers get more and more serious about mobile as a viable advertising platform.

This article is part of Allvoices’ series on ad:tech, the largest digital marketing and technology conferences and expositions. Check out allvoices.com/adtech for more of Allvoices’ ad:tech New York event coverage. This series is supported by ad:tech.