In 2009, online marketing was the only media channel to see an improvement in terms of market share and it is tipped to enjoy considerable growth again in 2010 by 10.1% and again in 2011 with an anticipated 9.1%.
What makes it more exciting for advertisers and publishers alike, is that it will leapfrog magazines in terms of overall market share with the pace of decline on newspapers slowing to around 0.7% in 2010 offering little encouragement to media owners in the sector.
Jerry Buhlmann, the CEO of Aegis Media says that “This early view of future global adspend shows the potential for modest recovery through this year and into 2011 in what looks like being an increasingly benign environment…Whilst the year ahead remains challenging, these are encouraging signs.”
So, what are some of the changes we will experience?
Firstly the use of mobile phones to deliver data has already passed the ‘voice’ calls figures recorded as more and more consumers access social media via their handsets. Telecoms firm Ericsson has reported that the switch between phone calls and data delivery happened in December 2009 when each of these platforms created roughly 140 000 terabytes of activity with the overall amount of content being transferred growing by 280% annually i.e. music, video and other content.
They also tell us that this will more than double on an annual basis from now to 2015. It would seem that the appeal of instant global connectivity and the availability of 3G platforms like the iPhone will continue to add to this growth along with the massive increase in the number of consumers using social media networks through mobile handsets and broadband. Facebook has revealed that over 100 million users log on for just this reason.
With the consumer getting more and more used to mobile connectivity it makes sense that media owners and advertisers will soon deploy budget into this arena along with more spend on social media.
Google has added to this trend with the introduction of geolocation applications for social media and mobile predicting that location based spend could reach $4bn by 2015.
