Advertising Market Publishing International 13
GLOBAL ADVERTISING TRENDS
New rules of the game
Since every media has been digitized, the whole world of media and advertising has fundamentally changed.
We are not about to see the end of the consequences yet.
Never before has the audience represented
such a critical factor for the trends in advertis-
ing. The media consumer has totally changed
his behaviour: Earlier a docile, enthusiastic
and passive recipient, he now turns into an ac-
tive creator of content, willing to be involved.
The consumer becomes also a provider of in-
formation: A ‘prosumer’. Digitalization has
increased the accessibility to media, thus lead-
ing people to consume more and more media
channels, in a more fragmented and targeted
way. Moreover, people have now developed
a tendency to consume several media simul-
taneously. This ‘multi-tasking’ represents a New communication channels mean
totally new challenge for the advertiser and traditional media. Further, growth is not both opportunities and competitors
the media planner, who has to change his only foreseen in the emerging countries, for newspapers
working methods. but also in markets considered as mature.
Good news for the newspaper industry: If digital and online media will show spec-
Globally the overall media advertising tacular growth rates and will gain market
spending is growing, including in the shares against classic media, the size of the
newspaper industry worldwide remains of
very considerable size. The US communi-
cation industry for example is expected to
remain very vital and to grow by nearly 7%
per year globally (about 1% more than the
GDP), thus being the 3rd fastest growing
segment and also the 4th largest part of the
US economy.
The fragmentation in media consumption
also means a multiplication of the advertising
channels and possibilities, which now include
functions and features that until recently were
not considered as classic media (social net-
works, blogs, RSS Feeders, etc.). Newspapers
too benefit from this advertising budget shift
to the digital media: For instance, the online
US advertising revenues represented 7% of
the total US newspapers advertising revenues
in Q2/07.
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AAU07_2722_Inhalt.indd 13U07_2722_Inhalt.indd 13 008.11.2007 13:49:41 Uhr8.11.2007 13:49:41 Uhr
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