| Ad boom
will go on and on, say tipsters
The bullish Australian advertising market will continue for
at least another two years, with forecasters yesterday saying
the market will break through the $10 billion threshold next
year.
The internet, pay television, radio, outdoor and free-to-air
TV sectors are all set to post double-digit ad revenue increases
in an ad market expected to rise 10.6 per cent overall to
$10.07 billion for the 12 months to December 31 next year,
says Fusion Strategy managing director Steve Allen.
Speaking at the annual CEASA Marketing and Media Forum, Mr
Allen said growth next year would be "very broad-based
across all media sectors" and revised his 2004 forecast
for advertising growth from 7.4 per cent to 11.3 per cent.Asking
how forecasters last year substantially underestimated market
growth for 2004, Mr Allen said: "We are not doing very
well, are we?"
Mr Allen has emerged as the most optimistic commentator for
2005, with his 10.6 per cent growth estimate. Others such
as PricewaterhouseCoopers are far more cautious, signalling
market growth of 4 per cent next year. Media buyer Mitchell
& Partners has forecast a rise of 10.5 per cent next year.
source: SMH - Paul McIntyre
The US Numbers - $9.4 Billion
Dollars Can't Be Wrong total
online ad spend for 2004 is shaping up to be some $9.4 billion,
of which search marketing spending will be approximately $3.9
billion in 2004.
"Among the biggest implications for the online advertising
industry is that like it or not, we are becoming mainstream.
We are no longer outside the umbra of "advertising"
at large. We are now a part of it. This invariably will lead
to many early pioneers and their ideas being co-opted. The
now-nearly ubiquitous talk of accountability coming from the
heads of the major shops is just one example of this. Their
talk of consumer control is another."
source (e-marketer) |
