WFA participates in EU Commission roundtable on Interest Based Advertising (11/03/2011)
eMarketer: Mobile phone payments will total nearly $1 trillion by 2014 (28/02/2011)
A-B Inbev, Unilever, Lenovo, Revlon, Visa, Starbucks... WFA announces speaker line-up for Global Advertiser Conference 2011 (28/02/2011)
ISBA announces Annual Conference 2011 Agenda (27/02/2011)
ISBA publishes a new Social Media Guide (27/02/2011)
eMarketer offers digital media predictions for 2010
Date: 16/12/2009
eMarketer has put together a set of predictions and forecasts for how the digital media landscape will evolve over 2010, and what impact this may have on major marketers ad spending:
1. During 2010, as US ad budgets crack open just a little, look for an accelerated migration of ad dollars from traditional to digital media. 59% of US marketers plan to increase their budgets for digital by pulling funds from traditional outlets.
2. Even post-recession, aggregate media dollars will fail to return to former levels. Media fragmentation will force marketers to target their messages to ever smaller niche audiences. Furthermore, digital technologies are creating new opportunities for firms to self-market, such as a company's own Website, online videos, e-mail marketing to existing customers and so forth. These channels end up bypassing paid media such as yellow pages and direct mail.
3. While media dollars have imploded, media consumption will continue to explode. Due to increasingly empowered consumers and further advances in technology, look for media to become more distributed, personalized and contextualized.
4. Advertising will support less and less of the load for content and entertainment. Advertising will by no means go away, but it will play a smaller role as paid content and hybrid models emerge.
5. Advertising on social networks will never attract a large share of marketers' ad dollars. eMarketer estimates social network advertising will grow only 7% next year to $1.3 billion, accounting for a mere 5.5% of total online ad dollars.
6. Marketers will be increasingly willing to trade off reach for deeper engagement. If a marketer is successful at zeroing in on a narrow group of likely prospects there is a much better opportunity to engage with those consumers on a deeper, more meaningful basis.
7. The classic interruption/disruption model of advertising, whereby marketers insert unwanted, usually irrelevant ads as a price the consumer must pay to view desired content, will erode, if not fade away. Consumers in the digital age simply have too much control over their media environments these days for marketers to be pushing unwanted banners, buttons or videos.
Click here for the full set of predictions.
Source: eMarketer
