FIPP Digital Factbook helps media planners strategize
Numbers can be confusing and fascinating, particularly when there’s a plethora representing the digital media scene and its breakdown into diverse components worldwide.
But they’re quite relevant when they provide detailed information on which to base plans and expenditures, as laid out in the FIPP World Digital Media Factbook 2012-13.
The 186-page book is chock-full of data to mine on digital media revenue, usage patterns, tablets and mobile apps, as well as their impact on the magazine, newspaper and broadcast industries.
What is clear from the statistics published in this book is that digital media can no longer be ignored or marginalised by advertisers, consumers and traditional media.
The fact-book draws on over 100 reports from around the world so first-time readers are excused if they are thrown off by references to monetary values in both U.S. dollars and euros.
Asked about the findings listing both currencies, publisher World Newsmedia Network’s (WNMN) CEO Martha L. Stone told me it would be statistically incorrect to assign converted currencies since they fluctuate over time, hence the need to keep the figures in their original forms.
Online, TV and out-of-home advertising have been growing since the 2008 economic slump, according to research by MAGNAGLOBAL, the fact-book reported.
“While overall advertising rose 4.7 percent in 2011 and 5 percent in 2012, print media has experienced a decline both years, while broadcast and Internet have enjoyed a rebound effect,” it said.
