News

Ad dollars to grow slow for kiosks

April 7, 2002

NEW YORK - Advertisers will not clamor for space at post-PC platforms, including Internet kiosks, wireless devices and interactive television, despite a prediction by Jupiter Media Metrix that the post-PC audience will reach critical mass by 2005.

Kiosks, the new report said, offer an opportunity for advertisers to deliver transaction-oriented and brand-oriented marketing messages, but that complex interactions and transactions are relatively unlikely.

The report compared the potential for post-PC advertising revenue with that of online advertising, and predicted that online advertising will reach $16 billion by 2005. The post-PC advertising will reach $5 billion. Jupiter analysts advised marketers considering post-PC audiences to consider them as "modal targets," or distinct groups of individuals with similar behaviors stemming from their use of any Internet-enabled device, rather than the traditional segmentation by demographics, geography and gender.