Smart Blogs
New Media vs Traditional Media
Friday, November 23, 2007
The talk of multimedia advertising, such as online and mobile content, is heating up and everyone is noticing some changes in the online and offline media worlds.
The general industry feel is that the “revolution”, being a big swing into digital advertising, is hampered by Australia’s slow broadband speeds and expensive plans.
While we agree that online marketing is very important and cost effective, we also know that to drive branding and response – a campaign cannot solely be online. It needs to compliment and be complimented by other forms of media e.g. TV, Print or Radio. Recently at the Commercial Economic Advisory Service of Australia’s 8th annual marketing and media forum the topic of ‘The Economy, Marketing, Media and Consumer Spending in 2008’ was discussed.
The consensus among the speakers was that growth in new media will not necessarily eat away revenues of more traditional media with predictions that traditional media will still hold the largest share of media revenue for at least the next five years.
TV remains an important bulk medium, increasing in importance as other media fragment. The traditional media of FTA, radio and newspapers are predicted to still account for 67% of ad spend. Overall, Australia’s entertainment and media sector is expected to grow by 5.1% annually, generating $28.7 billion in ad revenue in 2011.
