Why We Are Focusing On Alternative Media!
August 31st, 2006
A recent report in Promo magazine only confirms the growth potential behind alternative advertising technologies.
A highly recommended reading for marketers.
We offer an executive summary of points covered:
- Spending on alternative media strategies surged 16.4% in the first half of 2006 to an estimated $53.37 billion compared with the same period of 2005. Growth was driven by double-digit gains in most of the 23 subsegments of alternative media.
- PQ Media estimates that spending on alternative media will accelerate in the second half of 2006, growing 18.5% to $115.77 billion for full-year 2006. The alternative advertising sector is forecast to grow 19.9% for the year, while alternative marketing is expected to increase 17.6%.
- Total alternative media spending rose 18.8% in 2005 to $97.66 billion, far exceeding traditional media and nominal GDP growth in 2005 and in the 2000-2005 period.
- Driving growth is the shift of media usage from traditional media to consumer-engaged content, such as blogs and online games; the migration of younger audiences to digital media, like videogames and podcasting; and the ability of alternative media to supply better ROI metrics, like search advertising.
- The largest alternative media subsegments include event marketing, cable advertising, and Internet advertising, while the fastest growing subsegments include user-generated media, mobile marketing, and videogame advertising.
Read the entire article here
