the effect of recession on the UK media i
nmp predict that the global digital
media economy will continue to
grow at a rate of 31% per annum,
however it will not be immune to
forecast growth of the new media
sector in 2009 to the health of the
offers a cost effective alternative to
traditional advertising models.
Collaboration between creative practice and technological innovation
will produce future content, applications and experienc
the strongest opportunity for growth. Specifically, the cusp where
content meets technology is where real value can be found.
Of all the New Media markets, digital marketing, mobile content and
gaming promise to deliver the highest rates of growth during the
Digital marketing is usually more cost and time eff
traditional methods. It also offers superior accountability and
therefore more efficient use of the marketing budget.
Mobile content will experience growth thanks to the success of
products such as the Apple iPhone and Google’s Android phone.
Device manufacturers need to distinguish themselves in the
market by providing access to compelling content. This not only
benefits multi-platform production companies, but will bolster
crucial advertising revenue through multi-platform content
There is also continuing confidence to be found in the games
sector - the UK video games industry spent an incredible £139
million on marketing in Q4. The industry will need to make some
strategic changes especially with respect to their pricing models
as expendable income becomes tighter, but will continue to
The new media
well placed to develop and
grow within the recession
help business to adapt to
a white paper
es to generate
This is all very well but how can digital media businesses take
advantage of this?