Veronis Suhler Stevenson has recently published the results of his research on the future of communication spending. According to the New York based firm, total communication spending will expand in next years, despite economy and traditional ad declines.
U.S Communications spending will growth from 876.29 billion in 2007, to 1,183.37 in 2012. This result, challenging economy and consumer media usage decline, will be driven by strong gains in alternative advertising, marketing and institutional spending. Communication spending will increase 8.6%, meanwhile marketing services will increase of about 5.8%. The research also report how communication spending will shift from traditional media to alternative vehicles. Fragmenation, advanced technology and mobile-metrics will drive the main change, carring budgets from traditional media to digital advertising and marketing channles. Nothing ‘out of the ordinary’ for next few years, but another confirmation that media scene is shifting to the ‘digital side’, progressively adopting new technologies and developing alternative marketing campaigns.
Numbers are supporting mobile media: it’s time to go ‘on the air’.
The next big thing will be to get the train in time, before it is already gone.
