NEWS: Campaign releases report on future for ads with new media

The rapid growth in new media and the implications for advertisers and agencies are examined in a new special report published this week by Campaign and the independent research publisher, Market Tracking International.

The rapid growth in new media and the implications for advertisers and

agencies are examined in a new special report published this week

by Campaign and the independent research publisher, Market Tracking

International.



The report, the Interactive Future, examines the development of online

and interactive media ranging from video and near-video on demand to

software developments and cybermalls, estimating that consumer

expenditure through such services could reach dollars 200 billion by the

year 2000.



Adrian Wistreich, a director of MTI, commented: ‘All the new media have

a long way to go before their penetration resembles that of the

traditional media. However, the technological limitations on delivery

speeds and bandwidth will fall away in the late 90s. Consumer uptake of

interactive entertainment and commercial services online will grow and

the new-media advertising market will begin to substitute for

traditional advertising revenues.’



The report also looks at the battle now brewing between multimedia

personal computers for home use and the burgeoning set-top box market

that will deliver home shopping, banking and other services to the home

via the television.



The 400-page report, which will be available in both CD-Rom and print

formats, includes a directory of 800 new-media companies.



Dominic Mills, the editor of Campaign, said: ‘All new media that offer

some form of interactivity are covered in this report, as is the

advertising potential of each.



‘This subject is of huge importance to both advertisers and their

agencies. Because it is changing so fast and is so difficult to keep up

with, we have set out to provide any interested person with an

indispensable guide.’



The Interactive Future, published by Campaign, costs pounds 495 (paper

version) or pounds 595 (paper version and CD-Rom). Copies are available

from Keely Baker at Campaign, 174 Hammersmith Road, London W6 7JP, or

phone 0171-413 4306, fax 0171-413 4511.



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