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Alternative Media Forecast 2008-2012
PQ Media, March 2008, Pages: 77
Who in marketing and advertising doesn’t want to take full advantage of the wide range of opportunities offered by emerging alternative media, but at the same time feels overwhelmed at the explosion of disruptive digital technologies, volatile media markets, audience fragmentation and the pace of change.
The Alternative Media Forecast 2008-2012, presents first-ever primary research to define, structure, size & forecast digital & alternative media covering all 18 segments of the alternative media landscape. The report offers unique perspective, actionable data and the insights necessary for sound strategic planning and media mix decision-making.
The thinking behind this report had one goal in mind: Focus on demystifying the changing alternative media landscape through proven media econometric methods and analytics, as well as paint a clear picture of the most promising segments and what’s likely to happen next.
Our objective, as always, is to empower media companies, financial institutions, and brand marketers to make high-stakes investment decisions. Our media econometric methodology layers the impact of key data and variables, including economic, demographic, behavioral, technological and regulatory, among others. PQ Media has consistently predicted key trends, insights and outcomes that have influenced strategic plans, investment parameters and tactical approaches. This research has provided clients with support for developing game changing strategies to achieve competitive advantage and growth. Toward that end, the exclusive Alternative Media Forecast 2008-2012 will answer the following questions, among others:
- How are the 18 alternative media segments defined?
- How does alternative media share of spend vs traditional change over time?
- Where do media dollars move within alternative media and why?
- What trends have been driving double-digit growth through 2007?
- Which segments are poised for fastest growth in the coming years?
- What is the long-term growth potential for each segment through 2012?
As the New Media Order gains strength through significant advances in technology and critical changes in the consumer base, the advertising industry is in a seminal period of transition. Driven by these market forces, brand marketers perceive traditional media as being less effective. As a result, marketers need new strategies to connect with consumers without disrupting them. Major advertisers have already begun reallocating traditional media budgets to alternative advertising and marketing strategies, as they scramble to successfully navigate the rapidly changing media landscape.
What the full Alternative Media Forecast 2008-2012 report makes abundantly clear is the fast growth of the alternative media sector has been driven by significant advances in digital technology, critical changes in consumer media usage and behaviors, and increasing demand for more accountability and stronger return-on-investment (ROI) metrics. As a result, brand marketers need new strategies to connect with consumers without disrupting them.
Spending on alternative media jumped 22.0% to $73.43 billion in 2007 and grew at a compound annual rate of 21.7% from 2002 to 2007,
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