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May 03, 2006
The "alternative" online advertising channels

Research company PQ Media has released last month the "Blog, Podcast and RSS Advertising Outlook". According to the study, "combined spending on blog, podcast and RSS advertising bolted 198.4% to $20.4 million in 2005, and is expected to grow another 144.9% to $49.8 million in 2006".

In future perspective PQ Media believes that podcast advertising will be a larger market than blog advertising by 2010, when blogs will comprise only 39.7%, or $300.4 million, of overall expenditures in such "alternative" online channels.

Total spending on user-generated online media is forecast to reach $757.0 million in 2010. By comparison, the overall alternative media industry including, among others, markets such as branded entertainment, digital out-of-home advertising, mobile marketing and video-on-demand marketing, is projected to reach $253.7 billion in 2010.

As usual, for us, as European marketers, these numbers are interesting but not really that relevant. They give us an indication of future trends in the US which not always reflect also what will happen in our market. Do you know if there is anyone in Europe investigating the same topics?

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