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"Alternative" media spend to surge in 2008
Date: 29/03/2008
Media researcher PQ Media says that spending on what it calls "alternative media" will surge by 20.2 percent to $88.2 billion in 2008.
"Alternative media" - which encompasses everything from digital to mobile to emerging segments like gaming and branded entertainment - should enjoy a compound growth rate of 17 percent, hitting $160.82 billion by 2012 regardless of an economic downturn, says the report.
In terms of market share, PQ predicts that alternative media will account for 26.6 percent of total U.S. advertising and marketing spending in just four years time, (back in 2002, the researcher found that alternative media accounted for just 7.9 percent of all ad and marketing dollars).
While it's difficult to compare those numbers to other forecasts (many marketers don't consider digital media as "alternative anymore"), clearly PQ's research indicates that the non-traditional segments of the media universe including user-generated Web content and search - will be where the growth is in the foreseeable future, most likely at the expense of traditional media's piece of the pie.
"By 2012, we anticipate one out of every four dollars spent on advertising and marketing will be earmarked for alternative media," said PQ Media president and CEO Patrick Quinn. "Technological advances have led to critical changes in consumer behaviours and media usage patterns, which have pushed the advertising and marketing ecosystems into a seminal period of transition."
Source: PQ Media
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