Report claims owned and earned media will grow 3.5 times faster than paid media

February 16, 2015 12:37

New research claims owned and earned media will grow 3.5 times faster than paid media channels this year, although the overall ad market in Australia is expected to remain relatively flat again.

The SMG Media Futures 2015 report has advertisers predicting just 2.7 per cent annual growth for the market, while media executive were more pessimistic forecasting 1.3 per cent growth forecast.

CEO of Starcom MediaVest Group Chris Nolan told Mumbrella the shift away from paid media was significant for agencies and clients alike: “I don’t think this threatens the role of the agency but it certainly changes the role of the agency.

Nolan

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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3 COMMENTS

Chaz 16 Feb 15

Has anyone looked into previous Media Futures reports and seen whether their predictions were placed anywhere near reality???

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Nick M 16 Feb 15

@chaz did that a few years back. Most years predictions were very wide.

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SMG Australia 16 Feb 15

Yes – SMG MediaFutures predictions are based on client and media surveys – the results are released at beginning of the year with a mid year update. They are benchmarked against SMI actuals. Predictions have been close to reported yearly SMI actuals.

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