Alternative Consumption Prompts Alternative Marketing

• Posted: Wednesday, February 20, 2008
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• Author: pradhana
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• Filed under: Ad Spending, Advertising, Internet Advertising

Spending on branded entertainment marketing has doubled in the past five years, reaching an all-time high of $22.3 billion in 2007, according to the PQ Media report, "Branded Entertainment Marketing Forecast: 2008-2012."

Branded entertainment marketing is defined by PQ Media as comprising event sponsorship, product placement, advergaming and webisodes.

In 2008, Spending in this category is expected to jump by 13.9% to $25.41 billion. Double digit growth rates will continue through 2012.

"Even without an economic slowdown, there are strong secular trends driving investment from traditional advertising media to alternative marketing strategies,” said Patrick Quinn, CEO of PQ Media.

“Americans are spending more time outside their homes, online at work, communicating via wireless devices and multitasking with various media, which has created a generation of elusive consumers for brand marketers to try to reach. And these trends have led to increased investment in alternative marketing tactics.” [eMarketer]

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