A recent Yankee Group report notes that the new world of Anywhere Media is rapidly changing the way consumers interact with content. Analysts predict this change will cause the value of the U.S. ad market to decrease by $1.6 billion in 2009. Further, Yankee Group believes that the value of the broadcast TV ad market will suffer a drop of as much as $2 billion this year.
Part of the problem for older media outlet models is that the concept of Anywhere Media means consumers are expecting media to be:
- Available on-demand
- Easy to consume
This trend does not bode well for the way broadcast TV companies deliver content. These days, Anywhere Networks, a Yankee Group term, can offer consumers access to an infinite stream of video while TV offers the average consumer a limited 119 channels.
However, the problem for the overall ad market is more complex. Despite the fact that consumers spend more time with media, there is only so much content they can consume, even simultaneously. As online media outlets grow without limits, experts such as Rupert Murdoch see “constant downward pressure on the [ad] rates you can get.”
In order to get advertisers to spend at high rates, media companies must address the following problems in the marketplace:
- Too much media supply
- More consumer choice
- Limited consumer attention
Even as they attempt to maintain or increase the value of their media space, these companies are expected to develop models that do not rely solely on ad revenues. This detail suggests that the decline in the value of the ad market may be long term.[Source: Radio Business Report, August 2009]