SignageWire

Emerging-Media Spending to Keep Growing

Published on: 2015-02-05

MarketingCharts writes that:

Search, the dominant new medium, will grow 24.0% to $13.8 billion in 2009, whereas 2008's growth over 2007 will have been higher: 26.5%.

The fastest-growing emerging medium will be online video, growing 45.0%, to $805 million, but slower than 2008's projected growth of 54.2% and 2007's 67.4%.

Social media will grow 37.4%, to $1.474 billion, in 2009; it is projected to grow 60.8% this year, though in 2007 it grew 141.7% - albeit from a low base.

Gaming will grow 27.4%, to $296 million, in 2009; it is projected to grow 35.6% in 2008, compared with 51.9% in 2007.

Mobile will grow 42.6%, to $298 million, in 2009, compared with 74.2% growth in 2008 and 118.2% in 2007.

Despite the pending digital TV conversion, 'advanced TV' as an emerging medium will grow 13.7%, to $183 million, in 2009, compared with 20.1% growth anticipated in 2008.

Emerging out-of-home (OOH) is expected to grow 23.1%, to $1.592 billion, in 2008 - and 22.7%, to 1.954 billion, in 2009.

Our take:

It's unclear how much of emerging out-of-home digital signage networks might occupy, there's no doubt that our sector is growing as fast or faster than the 23% estimated above. Some anecdotal evidence suggests that it might be as high as 100% in North America, and even more in Asia.  However, even with that kind of aggressive growth, it's clear that digital signs and other similar display technologies still only account for a very tiny portion (percentage-wise) of the total ad spend. This, despite suggestions that marketing at-retail can be far more effective than above-the-line advertising like TV commercials, which still control the bulk of the ad money today.


Add comment


Subscribe to the Digital Signage Insider RSS feed


Looking for more articles and research? Our newest articles can always be found at Digital Signage Insider, but there are hundreds of additional research articles in our historical articles archive.


You may also be interested in M2M Insider: our blog about M2M and the Internet of Things.


Questions?  Get pricing  •  Call us at (800) 989-9269 or +1 (954) 548-3300  •  Chat with us online
Copyright © 2016 WireSpring Technologies, Inc. All rights reserved. View our site map, privacy and legal info, and syndication policy.