Mise en page 1 - World Association of Newspapers

VOLUME 6 REPORT N° 2WORLD DIGITAL MEDIA TRENDS2. Digital Media AdvertisingLandscapeIn a perfect world, online revenues wouldalready be making up for falling printrevenues that newspapers around the worldare experiencing. Although online is notbridging the revenue gap, revenue generatedon digital channels is growing, andresearchers project digital to be a gold minefor the future with an aggressive strategy andexecution.This chapter explores the disparate sourcesof research on advertising worldwide, andthe similar conclusions: that hyper growthsignals huge opportunities for thosepublishing and media channel companies thatengage in the sale of advertising on local,regional, national or international levels.Some niche digital advertising channels withpowerful revenue potential, explored here,include advergaming, Internet and mobilesearch advertising, mobile music and digital TV.Global digital/mobile revenueThe United States, Asia Pacific and EMEAlook to be the three biggest players in 2011.According to research firm Pricewaterhouse-Coopers (PwC), digital/mobile revenuesworldwide will grow from US$12.7 billion in2002, to more than $153.4 billion in 2011. Theannual growth rate is consistently high in thedouble-digit range, except for the year 2002.Broken down by region, the United States,which was the biggest player in 2002, lostground to Europe, the Middle East and Africa(EMEA) and the Asia Pacific region. In 2011,each of the three regions will account for aboutone-third of the total revenue, while Canadaand Latin America will contribute very little.Online mediaGLOBAL INTERNET ADVERTISING MARKETLike digital/mobile revenues, the globalInternet advertising market has also remainedstrong since 2002, and is producing doubledigitgrowth each year through 2011,according to PwC. Growth is particularlystrong from 2003 through 2007, and isexpected to slow down to less than 25 percent,but still grow steadily after that.41