Spider's Latest

Alternative media marketing spend set for more growth

Marketing investment in alternative media grew over the last five years, with this trend expected to continue into 2008.

That's according to new research by media econometrics provider PQ Media, who found that alternative media spend grew at a compound annual rate of 21.7 per cent from 2002 to 2007.

The PQ Media Alternative Media Forecast: 2008-2012 added that alternative media, which includes 18 digital and non-traditional media segments, accounted for 16.1 per cent of total advertising and marketing spending last year. That was an increase of 7.9 per cent from 2002.

With regards to projected growth, total spending on alternative media is forecast to grow 20.2 per cent to $88.24 billion (£44 billion) in 2008.

Patrick Quinn, president and chief executive of PQ Media said: "Alternative advertising and marketing media are driving a new media order that presents vast opportunities for industry stakeholders, but also key challenges for some of the fastest-growing digital media segments.

"Technological advances have led to critical changes in consumer behaviours and media usage patterns, which have pushed the advertising and marketing ecosystems into a seminal period of transition."

He went on to add that these market forces were forcing brand marketers to seek "new strategies to connect with consumers through engaging means". ADNFCR-1536-ID-18522406-ADNFCR