All eyes upon it
By Paula Andrea Gaviria, May 7, 2010
All eyes upon it: this is how the digital industry stands now. It started 10 years ago, an upcoming business with many untrusting, doubtful customers. Today there is no doubt that the future is Digital, but why? Many people don’t know precisely why, but are somehow convinced of it.
Traditional advertising has been slowly losing ground, and media studies now show the exponential growth of digital: the EGM (General Media Study) showed that Internet has surpassed print magazines in reach…
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Veterans from the print media world are finding it difficult to adapt to the already established world of digital communication.
Data shows the parallel evolution (but in different directions) of both industries. Between January 2005 and 2010, 109.500 jobs were lost in the newspaper industry and 19.500 in magazines, according to data from Ad Age DataCenter.
With the participation of leading figures in the international advertising industry, the eighth edition of the Festival of Antigua will be held on July 27 and 28.
The festival organized by the Guatemalan Union of Advertising Agencies (UGAP), will feature participants from Central America, the Caribbean, Ecuador, Colombia, Mexico and Puerto Rico.
Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.
While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.
The recession has only slowed its pace of growth. Strange as it may seem, the crisis accelerated the transition to digital advertising for many businesses.
In contrast to traditional advertising, digital advertising continues to grow. Internet participation in the total expenditure on advertising is growing at least 1% annually.