Alt media spending 'to increase by 20%'

Category: Online marketing

March 27th 08, 08:57

Spending on alternative media is to experience a 20 per cent hike in 2008, taking the figure to $88 billion (£44 billion), one forecast asserts.

A new report from PQ Media Research predicts that vehicles such as social networks, mobile devices and digital out-of-home networks are to see a spending injection that takes investment in the sector to $161 billion by 2012, reports MediaPost.

Defining alternative media as buying strategies which sidestep the "clutter" of conventional business planning to target campaigns through new media or alternative approaches to conventional media, the report claims that this approach brings with it a specific test.

"A key challenge is riding that line between effective advertising and marketing without annoying consumers to the point where they're completely turned off," Patrick Quinn, president and chief executive officer of the company, told the news provider.

In related news, a new report from the e-tailing group and Krillion states that the internet looks set to play an increasingly prominent role in all types of retail activity.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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