New multimedia platforms in the US will capture $12.6 billion in advertising revenue by 2012, according to Parks Associates’ report New Advertising Platforms and Technologies. Broadband multimedia advertising will account for more than $6.6 billion of that total.
Mobile infotainment services follow closely with more than $5 billion, and non-linear TV services like video-on-demand (VoD) and digital video recorders (DVR) will contribute more than $900 million in ad revenue for US TV service providers. “The floodgate is open, and the deluge of ad spending to these new platforms is irreversible,” says Harry Wang, Senior Analyst, Parks Associates.
According to the report, audience targetability and campaign accountability are driving advertiser interest in these new multimedia platforms. Innovations in ad formats and improvements in ad inventory management further boost the appeal of these new media to brand advertisers.