Thursday, December 13

Advertising Focus: Online Content


Adam Mazmanian, lead editor for the American Advertising Federation’s Smart Brief, outlaid some pointed and apparent issues for 2008; challenges and opportunities that we agree will drive the conversation net year.

“Mobile marketing and social-network advertising promise to be big topics, as well as the way television advertisers grapple with an audience that is increasingly watching what they want, when they want,” he said.

Sixty two percent of Smart Brief readers, which consist primarily of advertisers and marketers, said they would advertise on an online social network. Seventy-seven percent concur that the online medium will continue to see the biggest jumps in terms of advertising growth rate.

Which medium will see the biggest growth rate in 2008?

• Online — 77 percent
• Outdoor — 8 percent
• Television — 5 percent
• Radio — 5 percent
• Print — 5 percent

Given television is counting down to go all digital and broadcast-Internet convergence seems like the next logical step in program distribution, allowing broadcasters to better develop social networks and other online support content around original programming. The future seems pretty amazing, unless eager developers like Facebook overreach.

According to Mazmanian, the FTC will be taking a hard look at the way online content providers target Web users in 2008. He said they are likely to address a growing call for a "Do Not E-mail" registry, which might be similar to the national "Do Not Call" list geared toward telemarketers.

This falls in line with what Harris Interactive cautioned mobile advertising developers about months ago. Always make it an opt-in they suggested.

All of this places a new emphasis on speed to market. Some of our own research anticipates that online content developers will be best served to have their plans in place as early as possible next year before market entrance becomes increasingly challenging, with the “shiny new object” phenomenon seeing diminished returns.

Digg!

2 comments:

Rich on 12/13/07, 4:31 PM said...

More words:

What's driving the The Cobalt Group to add 300 people over the next 12 months?

Cobalt Group Chief Executive John Holt tells Seattlepi venture reporter John Cook that business is booming as automobile dealers shift resources from traditional advertising to the Internet.

With dealers spending roughly 10 percent of their ad budgets online, Holt thinks there's plenty of room for The Cobalt Group to grow. In fact, he is targeting 35 to 40 percent growth for the next two years, which would give the company about $300 million in revenue by 2009.

source: http://blog.seattlepi.nwsource.com/venture/

MMBF on 12/14/07, 5:47 AM said...

power of the internet...nice to meet you!
MAtt

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