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2009 Advertising Forecast: Getting the Consumer’s Attention

Published by: Yankee Group

Published: Jun. 1, 2009 - 12 Pages


Table of Contents


I. Methodology

II. Media, Media Everywhere

III. Boundless Consumer Media Choice Has a Dark Side

IV. Consumers Have Changed Channels

V. Anywhere Media Delivers What Consumers Want

VI. The Anywhere Media Forecast

VII. Conclusions and Recommendations

VIII. Further Reading

Abstract

With Internet and mobile media growing faster than we can consume it, the only way to capture really big audiences in the future will be to aggregate them across TV, Internet and mobile Internet screens. Yankee Group expects average ad rates will continue to move lower, and TV advertising will not to bounce back past 2008 values until 2011.

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