The rise of new marketing

A new report from PQ Media reports on the rise of alternative media (or new marketing)

From the press release/PQ website:

• Spending on alternative media strategies surged 16.4% in the first half of 2006 to an estimated $53.37 billion compared with the same period of 2005. Growth was driven by double-digit gains in most of the 23 subsegments of alternative media.
• PQ Media estimates that spending on alternative media will accelerate in the second half of 2006, growing 18.5% to $115.77 billion for full-year 2006. The alternative advertising sector is forecast to grow 19.9% for the year, while alternative marketing is expected to increase 17.6%.
• Total alternative media spending rose 18.8% in 2005 to $97.66 billion, far exceeding traditional media and nominal GDP growth in 2005 and in the 2000-2005 period.
• Driving growth is the shift of media usage from traditional media to consumer-engaged content, such as blogs and online games; the migration of younger audiences to digital media, like videogames and podcasting; and the ability of alternative media to supply better ROI metrics, like search advertising.
• The largest alternative media subsegments include event marketing, cable advertising, and Internet advertising, while the fastest growing subsegments include user-generated media, mobile marketing, and videogame advertising.

To be honest, I'm a little confused as to the exact methodology, definitions etc. i.e. the difference between alternative media versus marketing. I also notice line items such as Out of Home, which I'm not sure I would classify as alternatives to traditional media, but then again perhaps it's not too far gone from an oversimplified "primary" 3-pronged crutch of TV, radio and print either, i.e. alternative = other.

I'm going to try and do some digging, but numbers aside the results speak for themselves in terms of the rise of new marketing. Also, I like the bucketing (a Patrick Quinn, President of PQ Media) of "young and influential" together, meaning that the ship has sailed on the ability for traditional media to reach/connect/effect with both youth and influential segments. Clearly there are more segments that (increasingly) are falling into the category of "Prime for New Marketing Time", but for now it's a hell of a start to own both tomorrow's consumer and those responsible for influencing, informing, spreading and propagating the message.

The executive summary and table of contents are available here.

Via Center for Media Research