PricewaterhouseCoopers (PwC)’s recent report “Global Entertainment and Media Outlook: 2009-2013” says worldwide advertising spending will reach $421 billion in 2009.This is a serious drop in ad spending as the total stood $479 billion in 2008.
The ad industry is expected to start recovering only in 2011 and yet the projected figure of $467 billion for 2013 is still lesser than 2008 total which means tougher times are ahead.
Not so surprisingly, Television stands at top maintaining status quo while print has declined and expected to decline further, while Internet advertising is expected to have a positive outlook.
Interestingly,Video games advertising, although in the last position, has grown considerably and is expected to grow further proving its the not the least among the ad medium lot.If one had followed the last US elections,they would be aware that Obama’s ads featured in Burnout Paradise and Madden 09.
Moreover recession has forced companies to be more strict on ROI from advertising ,which has lead to a rise in BTL campaigns.
Vibhor who works for a marketing firm tells me that, recession has indeed helped them.Since many companies are favoring BTL campaigns , they are tuning towards cost effective marketing solutions provided by his company rather than mass media.
With the amount of clutter rising in all types of media, its indeed a major challenge for firms to design their media mix within their promotional budget. Market segmentation has become very critical than ever before