More Media/Ad Trend Predictions for 2010
In a recent article, we looked at some predictions from Nielsen for advertising trends in 2010. These included optimizing media convergence being a top priority, new models emerging to take advantage of smartphones, more cross-media ad campaigns, an increase in commercialization of social networking hubs, and more interesting and interactive online ads.
A representative for Cross MediaWorks sent us some predictions for media, advertising and content trends in 2010 from that firm as well, that are worth sharing. These come from CEO Marc Krigsman (formerly EVP of Primedia Digital Video) and COO Larry Rubin (formerly SVP, Business Development, USA Networks and Vice President, Associate General Counsel – Transactions, Viacom).
1. An improvement in ad spending in 2010, especially by the automotive, financial, and healthcare industries. However, spending will not return to pre-downturn levels. Overall, they think it will be a conservative year with conservative growth as companies concentrate on fine tuning their messages.
2. There will [be] more emphasis on measurement of performance in 2010 with data being incorporated from other areas such as shopping carts, social media, and credit-card data.
3. Advertising on both broadcast and cable television will remain the most cost-effective option for advertisers; viewership for both will continue to increase in 2010.
4. Spending on online and mobile will not get ahead of television for at least eight to ten years.
5. Smartphones like the iPhone will continue to pave the way for content platforms to emerge that will drive more users to mobile sites; however, what is considered a valuable mobile ad will remain undefined until that happens.
6. In the coming year, there will be a greater emphasis on "active eyeballs" as opposed to "passive eyeballs" with regards to online advertising and online ads will get more visual, [and] include multimedia.
7. Video content available online will have to move to a subscription model or one with more advertising as media comes at a cost. In television’s early days, for example, entire programs were paid for by an advertiser like "Texaco Star Theater."
8. The Web can’t yet deliver a video product comparable to HD and the top-trafficked Web sites are informational; consumers continue to go to the Internet to look for information about their bank, their phones, etc.
While we’re no the subject of predictions about trends for 2010, let’s not overlook a recent survey by Silverpop, which found that 40% of email marketers plan on increasing their budgets for the channel in 2010 and 47% said their budgets would stay the same.