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
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
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
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.