New research shows spending on alternative media strategies surged 16.4% in the first half of 2006 to an estimated $53.37 billion compared with the same period of 2005.
PQ Media estimates that spending on alternative media will accelerate in the second half of 2006, to a full year forecast of growth at 18.5% to $115.77 billion. Alternative marketing is expected to increase 17.6% for the year, fueled mainly by mobile and interactive marketing. All four broad segments of Alternative Media – entertainment and out-of-home advertising, online advertising, branded entertainment marketing, and mobile and interactive marketing – posted double-digit growth for the year.
Branded entertainment, including product placement, event marketing, event sponsorships, webisodes and advergaming, is the largest segment of alternative media, and is expected to grow 15.5% to $51.62 billion in 2006. The value of product placements will reach $5.71 billion at year’s end, up 27.6% from the 2005 level.
This report is based on RampRate, at http://ramprate.com
