A new study released by research firm PQ Media finds that marketers and advertisers are about to make huge investments in digital and media platforms outside the home.
Companies are projected to spend over $160.8 billion in 2012, a huge increase of 82 percent over the alternative media spend in 2008.
This year the ad spend on new platforms accounts for 16 percent of all ad spend, while in 2012 it's expected to reach 27 percent of all ad spend.
It comes as no surprise that the biggest losers will probably be traditional media like newspapers, magazines and broadcast TV.
The one caveat there is whether the ad market itself will increase, or marketing dollars will be taken from traditional outlets and put into new media platforms.
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$73.4There is no doubt that magazines and newspapers in general will suffer (although there will always be exceptions), I just wonder whether the traditional TV space will decline as much as thought. At this time advertisers still flock to any TV offering that draws a mass audience, so that hasn't left their way of thinking yet.
Another thing to consider in data included in this study, as PQ Media CEO Patrick Quinn says, is the assumption "businesses are going to create trade organizations and standard metrics." If those things don't occur, Quinn then said "Some variables could change."
Here are the 18 segments PQ Media's Alternative Media Matrix survey included in their projections:
Event sponsorships & marketing, search generation, lead generation, e-direct marketing, online classifieds, online displays, local pay TV, product placement, consumer-generated media, mobile advertising, videogame advertising, online video advertising, word-of-mouth marketing, advergaming, webisodes, product placement, search & lead generation advertising, and digital out-of home media.
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