Global Advertising Spending and Shifting Advertising Channels

While mass media advertising still dominates global
spending, as illustrated in this first chart, there is an apparent
shift away from ill-targeted broad marketing using broadcast television
and newspapers, and increasing growth in new media channels of
delivery.

The simple fact is that while the market is still dominated by mass
media, their grip is slowly loosening as new media giants step up to
take their place.

We are undoubtedly entering the age of niche-targeted, personalized content,
and new media avenues, such as blogs and online video, prove great ways
to deliver this content, along with equally well targeted, highly
contextual advertising.

What strikes me as strange, and this is something I
found throughout the Future of Media Report, is that global figures are
used for one chart, while the next closely related chart relies on
localized statistics.

In this case, we see global advertising spending
and the role of Internet advertising within it side-by-side with a
chart clearly indicating the huge growth in online marketing spending -
in the US. I would personally have liked to have seen a global advertising expenses compared with a global
online advertising expenditure chart. As it is instead, I am left
wondering if this information was not available, or if perhaps the data
is being massaged somewhat due to an unfavorable comparison on a global
level. No doubts that from reading these figures US-based online ad
expenditure is clearly among the highest in the world.

Nevertheless, at least from a US perspective, it would seem that
online advertising expenditure continues its rapid ascent, and this has
to be good news for online publishers and advertisers alike - at least
those working within the English language.

Likewise the increasing fragmentation and
proliferation of media channels. The Future of Media Report chooses to
illustrate the increasing number of content delivery avenues via an
example from US television:

The same principle applies well beyond the television set as new
media channels increase in number at an even greater rate than niche
broadcast, cable and satellite television channels do. This is becoming
a hard fact in front of everyone's eyes as web and new communication
technologies make it possible for anyone to easily set up a newsroom,
whether in a small studio like that used by Mobuzz.tv or at an even more grassroots level like the initiatives set up by Chris Pirillo and Robin Good using affordable or even free broadcasting technologies.

The long tail of media is definitely here and in full force.

Complementing the proliferation of content delivery channels, the
report describes and underlines the growth in the digital advertising
world as a whole, and the variety of means through which this
advertising is and will be delivered.

The following projection from now until 2010 maps out an impressive range of advertising avenues. Time will tell if they will come to fruition:

In short advertising looks set to continue its course towards personalization,
contextualization and appearance across multiple, highly fragmented
media channels, serving both high-end corporate media distributors and
independent publishers mining the long tail.

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Distributed by Hasan Shrek, independence blogger. Also run online business , matrix, internet marketing solution , online store script .
Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer

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