Jack Myers on future of interactive marketing
Predicting the future in interactive marketing is like playing lotto. In an environment that is changing on daily basis predicting future for a next few years can be a risky business. But somehow we can not resist the temptation.The media guru Jack Myers, for example, forecasts the fall of broadcast television. In his opinion video games will experience the largest growth. In his 2006 Marketing and Advertising Spending Forecast his states that in-game advertising will grow by 40 percent in 2006, though it will still represent less than one percent of total ad spend. Online advertising, on the other hand, will grow by 27 percent to reach a 6.4 percent market share.
Other predictions for 2006 include movie screen advertising grow by 25 percent and branded entertainment, local and regional cable, and custom publishing less than 20 percent each.
Of course, first of all, these figures can be very different country by country, but if we look at a overall forecast I mostly agree that the online advertising will gain a higher market share. But the figures of course can be very different. In
There some countries that are looking forward to brake the 2% mark and obviously can not expect a 6% adspend share in the year 2006. Although this means that in terms of growth the figures can be much higher. But when we are looking at the video game advertising there is a difference in approach, for video games can be widely distributed and so they can have a good market penetration in different countries. I think that big advertisers, who see the advantage in this approach, will go for it.
But the biggest issue in my opinion is
