Report: Digital Media Advertising Grows, Favors Niche Markets
According to data collected in a new report from Parks Associates, digital media will account for 10 percent of overall ad spending by the year 2010, hitting a record $23.5 billion. “Advertising in the Digital Age: Challenges and Opportunities” offers a five-year breakdown of each major category in the digital sector. While the report predicts growth across the board, newer categories like in-game, mobile, and rich media advertising are expected to make the most progress by 2010.
In general, Parks Associates foresees a shift away from mass advertising outlets like display ads and email marketing, and towards niche mediums. “For content providers as well as media publishers, they have to provide content in a form that the audience prefers,” Research Analyst Harry Wang stated in a Webcast presentation of the report. For advertisers, this means investing in the fastest growing platforms: in-game, which will grow by 50 percent to reach $432 million, rich media, which will grow by 31 percent to reach $5.7 billion, and mobile, which is expected to hit $2 billion by 2010.
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