Magna has published its new estimates for US emerging media advertising in 2009, with search remaining the largest emerging media category.
Search is forecast to grow 24% to %13.8 billion, while social media is predicted to be up 37.4$ to $1.5 billion, benefiting from improved monetisation.
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).
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