According to the recent Zenith Optimedia December 2007 report they are the fastest growing ad markets worldwide. This poses some intriguing thoughts as to which sectors are propelling these triple digit progressions — the web, radio, TV or outdoor.
Before we start reaching for the map and determining suitable partners the report also highlights some of the other nearer-to-home opportunities. In the face of the economic slump, Zenith continued to upgrade the performance of the Internet channel to the even higher level of 29% (85% for the period 2006-2009). It points out that the channel will outperform the industry by 9X.
This impetus will in part be fuelled by the acceleration of local search and video.
Next year the study confirms that interactive will be bigger than radio having eclipsed outdoor. This then shifts magazines into the cross wires of the web’s inexorable march to convergent dominance. Companies such as nxtbook are already supporting this migration of content and user and advertiser experience. The question will be when…
However, TV with the Olympics, greater local choice, and PVR use will take some catching, though the changes that will redirect the eyeballs for this one are already underway too!
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