ISSUE #15: JUNE 2009 |
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Forecasts from a Pricewaterhouse Coopers report.
Based on a recent PricewaterhouseCoopers report, while the overall advertising business may continue to struggle over the next 5 years, digital technologies will thrive and be ahead of the rest, as it becomes increasingly widespread and embraced for its various platforms for both providers and consumers of content.
In particular, in-game videos, internet and mobile advertising are expected to flourish, despite the downturn. Weak consumer spending may fall and remain weak till 2010 but the digital migration will only accelerate and intensify. Advertisers will be looking to seize innovative and cost-effective advertising opportunities presented by the diversity of platforms emerging everyday in the digital and mobile space, in a bid to capture the growing audiences.
| Other key forecasts include: | |
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Spending on entertainment and media across APAC will increase at an estimate of 7.1% per annum over the next 5 years. |
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Video game ads are expected to outpace the rest at 13.8% in growth |
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Internet and mobile advertising as part of the global advertising mix will rise from 12% in 2008 to 19% in 2013. |
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In the mobile space, more platforms such as clickthrough banner ads and pre-roll ads on video clips through coupons and online subscriptions will help to fuel growth between brands and consumers. |
Having to tend to the average consumer’s attention span between more media now, brands will begin to feed consumers with content through more channels, undoubtedly changing the face of advertising. Digital advertising is a fast-changing marketplace; a major shift of resources will be required for brands to consider and meet both the demands of increasing fragmentation in terms of target audience locations as well as available distribution platforms in the fast-growing ad market.
| *Source: | |
Marketing-Interactive.com |
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Embrace the Digital Wave: PWC |
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