Boost forecast for alt media spending

27th March 2008

Spending on alternative media could reach $161 billion (£321 billion) by 2012, according to one forecast.

A new report from PQ Media Research asserts that vehicles such as mobile devices, digital out-of-home networks and social networks are to see a 20 per cent hike in investment this year, with the figure reaching $88 billion in 2008.

Marketers have a specific hurdle to overcome as such advertising techniques proliferate, says the president and chief executive officer of the analyst.

Patrick Quinn states: "A key challenge is riding that line between effective advertising and marketing without annoying consumers to the point where they're completely turned off."

The company defines alternative media strategies as those which are based primarily on the internet, but also involve the integration of traditional media platforms with alternative approaches.

Its report is released after research released by Krillion and the e-tailing group advised that all kinds of retail activity are increasingly incorporating web activity.