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Aug 18
2008
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I recently wrote a post about how traditional advertisers are moving into the out-of-home media segment. The numbers from the most recent MediaPost ad growth forecast shed a bit more light on the subject. According to the study, over the next five years, out-of-home media will experience double digit growth, along with several other forms of digital advertising.
- Digital signage
- Mobile marketing
- Branded entertainment
- Professional & business information services
- Custom outsourced publishing
- Word of mouth advertising
The study also touted a digital signage CAGR of 10.3% from the years of 2002 to 2007. Additionally, it was stated that broadcasted television will finally surpass newspapers by the end of this year. And, by the end of 2011, the internet will trump broadcast television.
I have two personal insights into this. The first is that it appears people are gaining more of their news and information from television than from written sources. That’s sad. My other thought is that we’re a bit slow to accept new media. The numbers show us where the people are, including this report by IBM on television vs. internet viewership. With the inception of IPTV on the horizon, it would seem advertisers would be much more apt to work through internet sources.
Either way, we’ll definitely be seeing a shift in media spending as consumers continue to shift their focus. Will the dust ever settle? My answer is no. At least with innovations still moving us in different directions.