“The line between media companies and entertainment is increasingly blurry.” Under this premise and the fact that they many times corporate conglomerates own the means to produce entertainment content, eMarketer has conducted a study entitled “U.S. Media & Entertainment Industries: online ad spending forecast and main trends. “
The study reveals that advertising spending in the U.S. for digital media and entertainment industry will reach from 2,770 million dollars in 2012 and will continue to grow, reaching 4,340 million by 2016. Part of that is due to the campaign to raise awareness and promote online culture where online sales are growing.
Despite the similarities between the two industries, growth is very different for many reasons. However there is an increase in the ability of organizations to use their own distribution channels for advertising, and to cross promote their products. The increase in advertising investment in the entertainment industry is expected to increase from 2013 “fueled by a better economy, rationalized by a content distribution models, a better understanding of digital marketing and new technology to promote.”