Magna has published its new estimates for US emerging media advertising in 2009, with search remaining the largest emerging media category.
The fastest growing emerging media platform will be online video, which will grow 45% to $805 million.
Gaming will grow 27.4% to $296 million, with the bulk of dollars coming from tonnage of online consumption.
Mobile will see growth of 42.6%, to $298 million, spurred on by experimentation and expansion, while emerging out-of-home will grow by 22.7% to $1.954 billion, with new digital billboards and aggregation of inventory key to growth.
Annual Emerging Media Growth | ||||
2006 | 2007 | 2008 | 2009 | |
Search | $6,799.0 | $8,805.00 | $11,138.30 | $13,811.50 |
Annual Growth | – | 29.5% | 26.5% | 24.0% |
Social Growth | $276.0 | $667.0 | $1,072.9 | $1,474.0 |
Annual Growth | – | 141.7% | 60.8% | 37.4% |
Online Video | $215.0 | $360.0 | $555.0 | $805.0 |
Annual Growth | – | 67.4% | 54.2% | 45.0% |
Gaming | $112.8 | $171.3 | $232.4 | $295.9 |
Annual Growth | – | 51.9% | 35.6% | 27.4% |
Mobile | $55.0 | $120.0 | $209.0 | $298.0 |
Annual Growth | – | 118.2% | 74.2% | 42.6% |
Advanced TV | $107.0 | $134.0 | $161.0 | $183.0 |
Annual Growth | – | 25.2% | 20.1% | 13.7% |
Emerging Out-of-Home | $1,012.9 | $1,293.1 | $1,592.0 | $1,954.2 |
Annual Growth | – | 27.7% | 23.1% | 22.7% |
Total | $8,577.6 | $11,550.4 | $14,960.5 | $18,821.6 |
Annual Growth | – | 34.7% | 29.5% | 25.8% |
Total Ex-Search | $1,778.6 | $2,745.4 | $3,822.2 | $5,010.1 |
Annual Growth | – | 54.4% | 39.2% | 31.1% |
Source: Magna |
Earlier today, Magna published its global forecast for traditional media expenditure, predicting that worldwide advertising spending will rise 4.4% this year, with the UK forecast seeing 3% growth (see Global Adspend To Grow 4.4% This Year).