Spending on "alternative media" - which encompasses everything from digital to mobile to emerging segments like gaming and branded entertainment - will surge by 20.2 percent to $88.2 billion in 2008 (PQ Media - Full story). It will continue to grow, hitting $160.82 billion by 2012 regardless of an economic downturn, says the report, a 26.6 percent of total U.S. advertising and marketing spend.
Why is this? Presumably because the returns are better than those offered by the traditional media and when the belts are tightened, you need to continue to invest where the returns are best.
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