Ad industry not getting any better, but digital is…

Adage published an interesting further analysis of the state of the advertising industry and points to a continued shift in spend to digital agencies.

NEW YORK (AdAge.com) — It’s not getting a lot better, but at least it’s not getting any worse. And it probably won’t ever get back to where it once was

Digital agencies are pretty optimistic as they continue to steal share from their traditional-agency counterparts. “AKQA and other digital agencies are better-positioned than traditional agencies to benefit in the second half of 2009 as marketers continue to shift spending to digital channels,” said Tom Bedecarre, CEO of San Francisco-based AKQA.

“As clients consider what will help them succeed in this business climate, it is clear that an area of keen interest for them — and growth for us — is digital and social media,” said Ray Kotcher, senior partner and CEO of Omnicom Group’s Ketchum.

via Recession: Why Ad Industry Won’t Recover in Second Half – Advertising Age – News.