The president of International Advertising Association (IAA) Alan Rutherford stated that advertising industry and media has begin to shift their activities to digital media.

“Advertising market share in the world start to shift from conventional to digital mode,” said Alan in Asia Pacific Media Forum (APMF) in Nusa Dua Bali, Thursday.

He judged Indonesia and Asia generally is a potential market and has fast growth, both in media or advertisement media.

He viewed Indonesia as one among countries who undergo through quite fast growth in media industry although in some of its region is facing economic crisis.

“Crisis happened in some countries such as USA, Europe and some countries like Indonesia and Brazil have big wide opportunity for the development of media industry,” he said.

He was optimist that in advertisement industry and media in 2010 there will be significant development.

“We predicted that this year the development will going toward positive direction. This can be seen from the raising of advertisement income in some developed countries in US and Europe which previously hit by crisis,” he said.

He says the cell phone users now become one of consumer target from advertiser.

“Almost all cell phone have multimedia facilities so whatever the people demand can be accessed through phone with internet basis,” he said.

Head of APMF 2010 Andi Sadha says this year meeting conducted in order to discuss future advertisement media in accordance to the advance of technology.

“This year meeting will focus in discussing advertisement media strategy in the future,” he said.

He also adds that the activity theme will be adjusted according to the discussed material that is “Reinventing Consumer culture.”

“Together with the consumer attitude shifting in interacting with media and brand, there should be break through and strategy to attract consumer,” he said.

APMF is held for four days and finished on June 5th 2010 attended by 400 members in Asia and Pacific.

News by Antara Bali