The rapid expansion of supply of online advertising opportunities is helping to satiate demand from marketers, keeping media price inflation in check for the overall advertising economy, especially in major markets such as the U.S. - source: "This Year Next Year Worldwide" from WPP Group's GroupM unit.
At this late stage of the economic cycle one would normally expect media growth to have run well ahead of GDP as healthy profits finance excess demand for diminishing media reach. One thing stopping this is the growth of the Internet in developed economies. Its audience is growing even faster than its incoming tide of advertiser money, so it is actually getting cheaper. At the same time it is attracting cash from the big but fragmenting and hence inherently inflationary media, whose valuable reach is in shortening supply.
Worldwide media-based ad spending is projected to rise 6.1 percent to $367 billion in 2006, according to GroupM's estimates. That's modestly slower than the rate of growth of marketing services such as PR, direct marketing, promotion and sponsorships, which are slated to rise 6.3 percent this year to $306 billion. - source: GroupM report
The report indicates that TV remains the No. 1 growth driver for the global advertising marketplace, but that the Internet has become the second biggest contributor. On a global basis, the Internet will account for 21 percent of the world's ad spending increases in 2006 vs. 52 percent for TV. In developed markets such as the U.S., the Internet is actually the dominant factor. According to GroupM, the Internet will contribute to 37 percent of ad spending growth in 2006 in North America. TV, by comparison, will contribute 33 percent of North American ad spending growth, followed by newspapers (11 percent), magazines (9 percent), and outdoor (6 percent). Radio, the most lackluster of any major medium, will contribute only 3 percent of the North American ad expansion this year - source: MediaDailyNews, Further Information: Radio's Still Mired, Ad Demand Remains Tired (need subscription)
미디어 2.0이 도래하여도, 블로그 광고의 효율이 커도, 인터넷 광고 시장이 활성화 되어도, 향후 3년간은 과거 미디어들의 헤게모니를 무너뜨리기 쉽지 않을 것입니다. 원하는 정보를 원하는 수단을 통해 원하는 형식으로 보길 원하는 니치 마켓을 공략할 미디어 2.0은 사용의 편의성과 양질의 컨텐츠가 확보되지 않는다면 기존 미디어들의 대응이 상식적인 레벨에서 이루어진다고 가정할 때, 일정 수치 이상의 시장 점유율을 차지하기 어려울 것이고, 그 '일정 수준'도 니치 마켓의 확장 수준에 머무를 것으로 예상합니다.
At this late stage of the economic cycle one would normally expect media growth to have run well ahead of GDP as healthy profits finance excess demand for diminishing media reach. One thing stopping this is the growth of the Internet in developed economies. Its audience is growing even faster than its incoming tide of advertiser money, so it is actually getting cheaper. At the same time it is attracting cash from the big but fragmenting and hence inherently inflationary media, whose valuable reach is in shortening supply.
Worldwide media-based ad spending is projected to rise 6.1 percent to $367 billion in 2006, according to GroupM's estimates. That's modestly slower than the rate of growth of marketing services such as PR, direct marketing, promotion and sponsorships, which are slated to rise 6.3 percent this year to $306 billion. - source: GroupM report
The report indicates that TV remains the No. 1 growth driver for the global advertising marketplace, but that the Internet has become the second biggest contributor. On a global basis, the Internet will account for 21 percent of the world's ad spending increases in 2006 vs. 52 percent for TV. In developed markets such as the U.S., the Internet is actually the dominant factor. According to GroupM, the Internet will contribute to 37 percent of ad spending growth in 2006 in North America. TV, by comparison, will contribute 33 percent of North American ad spending growth, followed by newspapers (11 percent), magazines (9 percent), and outdoor (6 percent). Radio, the most lackluster of any major medium, will contribute only 3 percent of the North American ad expansion this year - source: MediaDailyNews, Further Information: Radio's Still Mired, Ad Demand Remains Tired (need subscription)
미디어 2.0이 도래하여도, 블로그 광고의 효율이 커도, 인터넷 광고 시장이 활성화 되어도, 향후 3년간은 과거 미디어들의 헤게모니를 무너뜨리기 쉽지 않을 것입니다. 원하는 정보를 원하는 수단을 통해 원하는 형식으로 보길 원하는 니치 마켓을 공략할 미디어 2.0은 사용의 편의성과 양질의 컨텐츠가 확보되지 않는다면 기존 미디어들의 대응이 상식적인 레벨에서 이루어진다고 가정할 때, 일정 수치 이상의 시장 점유율을 차지하기 어려울 것이고, 그 '일정 수준'도 니치 마켓의 확장 수준에 머무를 것으로 예상합니다.
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