Digital Advertising to Eclipse Traditional By 2012

Posted on 5/7/2008 by Jim Pickerell | Printable Version | Comments (0)

By 2012, digital advertising is expected to eclipse traditional advertising, according to 52% of respondents to Accenture's 2008 Global Media Survey of more than 100 senior business executives in North America and Europe.

Today, less that 10% of revenue comes from alternate forms of that particular media.

Thus, a huge growth in new forms of advertising can be expected and probably a corresponding decline in traditional forms. Most companies are working hard to adapt to digital advertising; 66% say it will be the largest driver of additional revenue in the next five years.

Two-thirds (68%) of respondents identified social media and user-generated content as a high growth opportunity, and 71% are happy to have their brands associated with social-media sites.

Some 84% say mobile rich media represents the largest growth opportunity, it's just a question of when it happens. 55% believe it will happen in three years, with 45% predicting that it will take longer. About half of all respondents predict that any delay will be due to consumer readiness to accept such advertising, not corporate readiness to deliver.

However, Accenture, the global management consulting company, believes executives don't fully understand the huge effort required to realize these new revenue streams. Execution may lag behind the consumer readiness to accept new options.

Copyright © 2008 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


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