Advertising Industry: A Global Outlook
San Jose, California (PRWEB) January 10, 2012
Follow us on LinkedIn – Over the past few years, marketing arena worldwide has witnessed dramatic transformation, with the traditional formats of advertisements giving way to interactive digital based advertising. Presently, the marketplace is gradually moving away from traditional offline based advertising and a commensurately rising interest is being witnessed in dynamic online interactive marketing strategies. With several advantages like higher viewer recall retention of digitally displayed messages, consumer-targeting capabilities and sophisticated measurement techniques stacked in its favor, digital medium is turning out to be a force to reckon with in the advertising industry.
The recession took its toll on the advertising industry with traditional formats of advertising bearing the brunt of the blow as a result of crumbling consumer/business confidence and frugal spending patterns and reduced advertising budgets across most industry verticals. All major formats of advertising such as the television, radio, outdoor, magazines weakened with newspapers witnessing dramatic reduction in ad spends among the segments. However, digital advertising formats withstood the recessionary pressure to a certain extent. Although sensitive to economic cycles, digital medium is cushioned by its heavy ROI benefits. For instance, cost of displaying advertisements on the internet is comparatively lower when compared to cost incurred while displaying a 30 second ad on the TV. With budgetary cuts witnessed across various industries, brands increasingly resorted to investing money in media vehicles which offered greater ROI and digital medium, with low costs and specified customer targeting proved to be a sturdy value proposition for organizations during the tough economic climate. Mirroring this trend, the period witnessed a marked shift in ad spends towards web as an advertising tool over the conventional media.
In the next few years, the focus of the advertising industry will gradually shift towards accommodating business models, which would grab the attention of traditional as well as digital viewers. The emergence of mass markets, over the last couple of decades, shaped marketing into a predominantly mass targeting strategy. However, of late, the importance of one-to-one interactive marketing is coming into fore. The concept of being able to effectively engage thousands of prospective customers on a personal level is expected to change the dynamics of modern-day advertising and marketing strategies. Marketing expenditures are currently inclining towards direct advertising formats. An increasing number of companies are beginning to adopt a rich mixture of multi channel direct advertising strategies in attempt to realize the benefits of both new generation online channels, such as, social networks, mobile, and traditional offline channels. Adoption of multiple direct advertising channels is largely attributed to the growing levels of awareness over the efficiency of adroitly combining printed ad medium with the electronic medium. This therefore proffers opportunities for direct mail to be used in combination with other direct advertising platforms such as, Social Networking, Commercial Email, and Mobile Telephone Marketing, among others.
Additionally, along with improvement in budgetary allocations in the resurgent economy, the marketplace is expected to witness an influx of dollars in Internet and other channels such as social media and mobile marketing. Region wise, emerging markets in the Asia-Pacific and Latin America are expected to contribute significantly towards total advertisement spends. In the future, a major portion of the global advertising market is expected to be occupied by digital marketing. The digital advertising segment is expected to witness an increase in the global market share over the period 2010-15, while the print media segment is expected to witness a decline.
The research report titled “Advertising Industry: A Global Outlook” announced by Global Industry Analysts, Inc., provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report offers a rudimentary overview of the industry, highlights latest trends and demand drivers, in addition to providing statistical insights. Regional markets briefly abstracted and covered include North America (US & Canada), Europe (France, Italy, Germany and United Kingdom) Asia-Pacific (Japan, Australia, China, India, South Korea and Taiwan) and Latin America. The report offers a compilation of recent mergers, acquisitions, and strategic corporate developments. Also included is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of companies worldwide.
For more details about this comprehensive industry report, please visit –
About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a leading publisher of off-the-shelf market research. Founded in 1987, the company currently employs over 800 people worldwide. Annually, GIA publishes more than 1300 full-scale research reports and analyzes 40,000+ market and technology trends while monitoring more than 126,000 Companies worldwide. Serving over 9500 clients in 27 countries, GIA is recognized today, as one of the world's largest and reputed market research firms.
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