MediaPost has a piece up taking a deeper look into recent numbers forecasti8ng ad spend for the next three years.
There’s a lot of detail but also a lot of generalization in there.
(Analysts) Veronis Suhler Stevenson project that six segments will continue to exhibit double-digit gains over the next five years, while only newspapers will exhibit a decline during the forecast period, falling at a 2.4% CAGR. Double-digit gainers are:
- Word-of-mouth marketing
- Pure-play internet & mobile services
- Branded entertainment
- Out-of-home media
- Outsourced custom publishing
- Professional & business information services
Digital out of home is in with regular out of home, but I suppose the conventional wisdow is that the OOH industry is shifting to digital on a large scale.
Overall, the OOH growth expected to be 10.3 per cent annually over the next three years and by 2012, the ad spend in the OOH sector approaching $13 billion.