Advertsing Predictions for 2008
Although a weakened economy will hinder the broader advertising market as a whole, 2008 willl again see a double digit growth rate of Internet advertising.
According to the full-year forecast by TNS Media Intelligence, Internet display advertising will continue growing at double-digit rates in 2008, with Cable Television experiencing single digit gains. Magazines and Newspaper print advertising will see single digit declines for the seventh consecutive year.
| 2008 Projections By Medium (Ranked by Growth Rate) | |
| % Change Vs. 2007 | |
| Internet | 18.4% |
| Spot TV | 9.9% |
| Spanish Language Media | 7.8% |
| Outdoor (billboards, signage) | 5.5% |
| Cable Network TV | 5.0% |
| Network Television | 2.6% |
| Syndication TV | 1.7% |
| Radio | 0.7% |
| Consumer & Sunday Magazines (w/o Web) | -1.3% |
| Business-To-Business Magazines | -2.1% |
| Newspapers (w/o Web) | -4.0% |
Jon Swallen, SVP Research of TNS Media Intelligence, says “The Internet will continue to gain share, principally at the expense of newspapers… Our projections for the 2007-08 cycle indicate television will maintain it’s shares, while the Internet will move past radio.”
The growth trend of Internet advertising is expected to increase exponentially, and by 2011, Internet advertising is forecast to be the dominant advertising medium.
“Internet advertising is expected to become the largest ad segment in 2011″, states the VSS Communications Industry Forecast 2007-2011. ”In what would be a watershed moment in communications history” according to the VSS website, “Internet advertising will replace newspapers as the largest ad medium in 2011″.
Internet advertising provides audiences with increased consumer control and multitasking. The impact of advanced technology on conventional media models is revolutionizing how end users access advertising. As advertising audiences migrate to Internet and digital media, leading national advertisers have accelerated the converstion of traditional print and broadcast media to Internet and alternative digital media. As the demand for digital workflow tools that improve efficiency and boost performance are realized, the growth of Internet and alternative advertising and marketing will become extraordinary.
