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What will drive marketing in a recession? Ubiquity and richness
But the top line isn’t necessarily the bottom line, in my opinion, so I like to comb through the details. In Jack Myers’ just-updated Media Business Report, he forecasts traditional media outlets to take major hits in 2008 and 2009; newspapers (down 16 and 15 percent respectively), radio (off 5 and 12 percent) and even TV (down 15 and 10 percent) will suffer the most. What’s forecast to grow, if anything? Mobile advertising. Myers sees this channel jump 30 percent this year and another 15 percent next year. By the time the economy begins to regain steam, mobile advertising will jump another 30 percent in 2010, he forecasts.
Why the bright spot? To my mind it’s about two key differentiators in mobile: ubiquity and richness.
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