Difference between revisions of "Digitization"
Dcateriano (talk | contribs) |
Dcateriano (talk | contribs) |
||
| Line 3: | Line 3: | ||
==Impact of digitalization== | ==Impact of digitalization== | ||
Online ad spending has been fortunate in the economic downturn—recession-resistant due to its high level of accountability, Internet ad revenue growth has remained positive as spending in all other media dropped.<br> | |||
<br> | |||
In the UK, the effect has been so dramatic that online took the biggest slice of advertising revenues in the first half of 2009. Research from the Internet Advertising Bureau UK (IAB UK), PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC) put online revenues at 23.5% of the total from January to June, 1.6 percentage points ahead of TV. | |||
[[Image:revenuelost.png|thumb|impactdigitalization|right|250px]] | [[Image:revenuelost.png|thumb|impactdigitalization|right|250px]] | ||
[[Image:adverstisingrevenueshareuk.gif|thumb|impactdigitalization|right|250px]] | [[Image:adverstisingrevenueshareuk.gif|thumb|impactdigitalization|right|250px]] | ||
Revision as of 12:54, 17 October 2009
Description
The digitization of media is causing a number of fundamental changes in the advertising world. First,the gragmentation caused by digital offering caused market shares of most mass media to decline by 20% to 30%. Another effect of digitization is that as the distribution contraint on content has been released, more and more content is avaialbe for free. There are a large share of video downloads are advertising financed rather than paid-for content.
Impact of digitalization
Online ad spending has been fortunate in the economic downturn—recession-resistant due to its high level of accountability, Internet ad revenue growth has remained positive as spending in all other media dropped.
In the UK, the effect has been so dramatic that online took the biggest slice of advertising revenues in the first half of 2009. Research from the Internet Advertising Bureau UK (IAB UK), PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC) put online revenues at 23.5% of the total from January to June, 1.6 percentage points ahead of TV.
References
- Annet Aris & Jacques bughin,2009, Managing Media Companies Harnessing Creative Value, Second edition
- eMarketer, september 2008, Citigroup Investment Research, March 2006
- www.emarketer.com/Article.aspx?R=1007312&Ntt=advertisnin+growth&No=8&xsrc=article_head_sitesearchx&N=0&Ntk=basic