Targeted media growth to surge

The latest forecast from Veronis Suhler Stevenson (VSS) projects that targeted media will be the fastest growing media sector in terms of total spending in 2011, reports Direct Marketing News.

This is primarily due to a convergence in consumer Internet, mobile services and branded entertainment. The VSS forecast takes into account four revenue streams: advertising, marketing services, consumer end-user and institutional end-user.

The targeted media sector, which also encompasses direct marketing, outsourced custom publishing and B2B media, will grow 7.1% to $199.66 billion this year, and 7.9% in the 2010 to 2015 period, according to the media-focused investment banking firm and forecaster.

Media Post says VSS found that overall, US communications businesses will rise 4.1% by the end of this year to $1.12 trillion, as well as see compounded growth of 5.5% over the next four years to some $1.41 trillion.

Hollywood Reporter reveals that by the end of 2015, the communications industry will be the eighth fastest growing and fourth-largest US economic component, according to VSS research.

In the VSS report, the firm states that “the rapid convergence of computer, Internet and wireless mobile technologies is fuelling the ongoing transformation of the media landscape, and is leading to new industries, platforms, channels, and consumer and institutional behaviours”.