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  • eMarketer: Steady Rise in Online Ad Spending

    If eMarketer 's projections are correct, we will see a big uptick in online ad spending this year. It could be a strong indication that the digital economy is in for a surge. We wonder what the overall economic impact will be, and whether we can look back in 12 months and see online ad spending as a reliable economic indicator. Here is a look at eMarketer's projections for online ad spending in the US over the next five years: From the report: US online ad spending will post growth well above 20% again this year to reach nearly $40 billion, eMarketer estimates, as the internet continues to prove its worth to advertisers in a tough economic climate. “Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers—and more large brands—put a greater share of dollars online,” said David Hallerman, eMarketer principal analyst. Double-digit growth is expected through 2014, when US online ad spending will reach $52.8 billion. In 2016, eMarketer expects advertisers to spend $62 billion online. Read US Online Ad Spend to Close in on $40 Billion here .

  • AdAge: Top 10 Apple Ads

    One more Apple/Steve Jobs story to highlight. This one is about Apple's success in mass marketing during the Jobs era. Advertising Age has a collection of the most effective ad campaigns during the era. Like the Mac vs PC series. This example is an online version of the ads that John Hodgman and Justin Long made popular: Check out The 10 Best Ads to Come out of Steve Jobs' Reign at Apple here .

  • China #2 with a Bullet on Ad Spending Charts

    China is poised to take its place as the number 2 market for advertising. eMarketer projects that the world's largest country will pass Japan in ad spending this year. And then ad spending in China will continue to climb. From the report: Meanwhile, spending in China will increase by 14% in 2011, to $38.3 billion. The US will remain the world’s leading country in terms of total media ad spending, with a projected $157.4 billion in ad dollars this year. “One key reason for Asia-Pacific’s growth in ad spending is that the region’s two most populous countries—India and China—also boast two of the world’s fastest-growing economies,” said Kris Oser, eMarketer director of strategic communications and author of the new report, “Worldwide Ad Spending: Online Drives Growth.” “In 2010, China surpassed Japan as the world’s second-biggest economy. And this year marks another major milestone for the country.” Here is a look at eMarketer's projections for ad spending in Japan and China over the next 5 years: The report raises a few interesting questions for us. 1) Why is online advertising still lagging in China? and 2) What will the larger impact of increased ad spending in China be on global ad strategies? Read China to Become the No. 2 Ad Market in the World here .

  • Consumer Driven Media and the Future of Digital Marketing

    B. Bonin Bough , PepsiCo 's head of digital and social media, says digital consumption has replaced music as "the beacon of culture." At the 2011 Aspen Ideas Festival , Bough discussed the future of digital marketing with Stephen Cannon , Vice President, Marketing, Mercedes-Benz USA , and Bernardo Huberman , Director of HP's Social Computing Research Lab . And all three agree that the social media space will soon dominate the consumer-company relationship, with consumers in the driver's seat. Here is an excerpt from the discussion: Watch the full discussion at FORA.tv , here .

  • The Decade for Geotargeting

    At Marketing Profs , Kfir Moyal predicts that "this is the decade for geotargeted local advertising." While companies have long known that marketing that works for one community may not work in others--and this is especially true for global companies marketing to different countries--the tools that make targeted marketing campaigns feasible now exist as they have not before. Online breakthroughs like Foursquare have revealed the potential for geotargeting, and the delivery platforms are all there to be used. That said, shifting from a blanket marketing campaign to targeted advertising may be scary. But Moyal offers up seven steps to take to make it less so. They are: 1. Decide which geographies to target 2. Determine the right channels 3. Generate creative 4. Create campaigns per geo 5. Validate 6. Test 7. Monitor Read about these seven steps here .

  • Kantar Media: Ad Spending Continues to Grow in 2011

    Ad spending continues to go up. The so-called "advertising recovery" started at the beginning of 2010, and each quarter since then has brought significant increases in overall ad spending. Kantar Media reports that spending in the first quarter of 2011 increased 4.4%--growth, yes, but not the same growth rate that other recent quarters brought: The big drivers in the first quarter growth were cable television and Internet advertising. From the report: Within the television sector, sports programming drove a sizable shift of ad dollars from broadcast networks to cable networks. Cable TV expenditures surged 31.9 percent, propelled by the expansion of NCAA Men’s Basketball Tournament coverage onto Turner networks and a consolidation of major college football bowl games at ESPN. Network TV ad spending declined 10.4 percent due to the absence of Winter Olympics and college bowl games. Syndication TV expenditures advanced 16.5 percent, reflecting more hours of monitored programming and larger allocations from consumer packaged goods marketers. Spot TV, with its biennial business cycle tied to Olympics and political advertising in even-numbered years, saw ad spending fall by 1.2 percent. Internet display expenditures increased 14.6 percent in the first quarter, benefitting from strong demand by automotive, media and travel advertisers. Outdoor (+12.5 percent) was paced by healthy increases from the local service, education and financial service categories. Bringing up the rear, radio ad spending was up 3.4 percent. Newspaper spending, meanwhile, dropped 1.1 percent over the first quarter of 2010. Read the report here .

  • New Ad Age Series Takes Viewers Behind the Scenes at Ad Agencies

    Ad Age is trying out a new series. Agency Digs will take viewers behind the scenes at various ad agencies. The first agency to get to show off its digs is Cramer-Krasselt . Anna Bologna , GM of Cramer-Krasselt's New York office, playing tour guide:

  • A Call for Collaboration on the Social Media Front

    At PRBreakfastClub , Keith Trivitt is a bit annoyed at what the "turf wars" that have developed over advertising, marketing and public relations in social media. He says that the digital age era might require a new way of thinking about competition and collaboration within fields, and that fighting over "who owns " social media is counterproductive: Rather than trying to claim ownership of some inanimate thing, such as social media, why don’t we collaborate with our allied industry peers to increase all of our services’ value to clients? In constantly shifting business and consumer markets, can we really afford to waste our time engaging in debates that clients could care less about? I don’t mean to degrade these discussions, because there is some merit to them. But we must come to the realization that a concept that once seemed preposterous to many marketers — collaboration with competitors — is fast becoming the norm for modern PR, marketing and advertising initiatives. And that’s not a bad thing, so long as we continue to innovative and don’t allow ourselves to become complacent knowing that a competing marketer can pick up the slack for us. Competition is indeed a great thing, but so is a collaborative sense that helps build many industry’s overall value to consumers and brands. Read Stop the Silly Social Media Ownership Battles here .

  • In Moving to Digital Platform, Agencies Are Ahead of Their Clients

    It seems we are still waiting for the new business models to take shape in media. Content has moved to digital platforms, but the advertising dollars to support that content has lagged. According to eMarketer , there is now a lag between marketers and advertisers: According to a report on 2011 marketing budgets from Econsultancy and SAS, agencies worldwide are more eager than their clients to increase spending on newer digital marketing tactics, while advertisers show a greater interest in upping budgets for the time-tested. For example, agencies were 13 percentage points more likely than advertisers to say their clients would be increasing mobile marketing spending. Advertisers were out in front of their agencies with reports of spending increases for email marketing, corporate websites, paid search and display ads. Read The Advertiser-Agency Gap in Digital Spending Priorities here .

  • Car Ads Lead the Top Ten Most Shared Video List for February

    Cars (and trucks) dominated the old ad models. Before the digital age, print and broadcast media depended on the automakers for a hefty percentage of their overall ad sales. So it is interesting to watch for signs of their success in developing digital models. Ads for cars were back in a big way during the Super Bowl this year. That's not a huge surprise. But some of the Super Bowl ads went viral in a big way. That is, they succeeded in getting attention online. So Chrysler, which opted to use all the ad time it purchased for the big game in one chunk, saw its ad play over 8 million times online. And Volkswagen did even better with this ad: That ad was the most-shared video for the month of February, according to Marketing Vox. Chrysler's was second. You can see the top ten list here .

  • AdAge's Ken Wheaton Grades the Super Bowl Ads

    Today is the day for a different sort of Monday morning quarterbacking. It is time for all the advertising experts to give their opinions on the best and worst of the television extravaganza that is the Super Bowl broadcast. After being disappointed by the work of some traditionally major Super Bowl players like Budweiser, Ken Wheaton of AdAge found himself praising the likes of Justin Bieber and Timothy Hutton for ads that seemed to receive mixed responses from viewers. He also gave Chrysler top marks for this striking spot (a very expensive spot at 2 minutes long): Here is what Wheaton had to say about this ad, which was produced by Wieden & Kennedy : Is Olivier Francois the Alexis De Toqueville of American car manufacturing? I'll say this much. I find it odd -- and encouraging -- that a Frenchman working for an Italian company has figured out a way to make car commercials that play on patriotism interesting. Maybe the Chrysler CMO has picked up the gritty fighting spirit of his new home city rather than the malaise. Because this ad? This two-minute, pod-hogging ode to Detroit? It charges you up. Sure, U.S. automakers have previously tried to convince us that "We are all Detroit" before, but not with creative this captivating. And after a few years of a battered economy, most Americans are more inclined to identify with Detroit than with, say, New York or Sin City, both of which are name-checked here. As the spot says, "We're certainly no one's Emerald City." What starts out as a down-on-our-luck tribute to a broken city morphs into a defiant, we're-back rallying cry faced by none other than Eminem, another broken thing out of Detroit who happens to be staging a massive comeback. Tea partiers and labor unions alike will cheer this one, including the tagline: "Imported from Detroit." Will it move Chrysler 200s? Who knows? Will it move viewers? Definitely. Read Wheaton's analysis for all the ads here .

  • Connecting with Neglected Markets

    As Director of the Lab for Social Computing at the Rochester Institute of Technology , Elizabeth Lane Lawley is impressed with a lot of the ideas of creative directors these days. But she believes a lot of them aren't connecting with some potentially valuable customers. In this talk at CaT London --now available from AdAge --Lawley argues that by ignoring consumers because of where they live, or their age, or perceptions about the way they live, limits the reach and viability of social media strategies:

  • 2010: The Year Online Ad Spending Passed Newspaper Ad Spending

    It looks like 2010 has turned out to be the important year in the transition of ad dollars to online. eMarketer estimates that spending in online ads will exceed spending in newspaper ads in the US. Here's a look at their estimates: Unfortunately for newspapers, they have not been able to capture lost revenue online. In 2010, online makes up about 11.7% of all US newspaper ad spending, a proportion set to rise to 13% next year. Ad spending on newspapers is expected to continue its decline. eMarketer estimates that print newspaper spending has already been cut in half since 2006, and online has done relatively little to make up the difference. By contrast, total US online ad spending will continue double-digit growth through 2014, when it will surpass $40 billion. Read the full article here .

  • Soap Maker Procter and Gamble Stepping Away From Soaps

    They aren't called soap operas for nothing. The genre of daytime television (and at one time radio) dramas was started in part by Procter and Gamble . The maker of Ivory soap produced soap operas for a couple of decades, and then spent a lot of ad dollars sponsoring them. But now they are putting their money into social media, according to Associated Press business writer Dan Sewall : "The digital media has pretty much exploded," marketing chief Marc Pritchard said in an interview. "It's become very integrated with how we operate, it's become part of the way we do marketing." The last P&G-produced soap opera, "As The World Turns," went off the air in September. The show was the leading daytime soap for decades, but had lost some two-thirds of its audience at the end. Over the years, P&G produced 20 soap operas for radio and TV. But ratings for daytime dramas have been sinking for years, as women, their target audience, increasingly moved into the workplace, switched to talk and reality shows, and spent more time using online media and social networking sites. This would appear to be a significant moment in the transition of ad dollars from broadcast to digital, given that P&G is the world's biggest advertiser . Read the article here .

  • Hulu Reaches 1.1 Billion Ad Impressions in October

    comScore released the latest online video rankings this week, and they included some data on video advertisements. There are no big surprises in the overall rankings--Google sites, which includes YouTube, account for nearly 40% of all online video viewership. Hulu comes in at 10th in number of unique visitors, but is second only to Google sites in minutes per user. This may explain why advertisers seem to like the Hulu model. And indeed, in terms of the sheer volume of ads, Hulu is lapping the field. The site set a record with 1.1 billion ad impressions in the month. Take a look at the breakdown: View a summary of comScore's findings here .
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