Nielsen Shares Predictions for Advertising Trends in 2010
It’s the time of year when not only does everybody reflect upon trends and happenings from the year past, but they also look forward and make predictions for the coming year. Nielsen has shared its projections for the top advertising trends for 2010. These are:
1. Optimizing media convergence is a top priority.
2. New models emerge to take advantage of smartphones.
3. More cross-media ad campaigns surface.
4. Commercialization of social networking hubs increase.
5. More interesting and interactive online ads appear.
"A better understanding of media convergence will manifest in order to deliver a better return on investment," the firm says. "The ability to accurately measure activity and link online ads to offline purchasing behavior will be critical."
Nielsen says accurate mobile measurement will be required for advertisers to stay ahead of "snowballing growth" of that media platform and that the massive growth of online games will lead the way for more successful interactive and cross-media advertising campaigns. The firm expects growth in innovation and adoption in this area.
Of course social media will continue to provide new opportunities and Nielsen thinks there will be increased use of more creative advertising and content models online.
John Burbank, CEO of Nielsen Online says the next phase of the Internet will be the "audience-centric web" and will be characterized by the audience being the center of everything, "online" no longer being an island, and richer business opportunities due to richer data being consumed.
"Whether it’s reaching men aged 18 to 24, women with incomes of over $150,000, heavy users of Tide or Hispanic teens, the match of consumer need to marketing message starts with the audience," he says. "In the audience-centric Web, that richness of insight will now be available to online marketers, just as it has been offline."
Nielsen also shared its top five cross-media trends for 2010, which include: convergence in demand, second and third screen initiative growth, continued audience fragmentation, new and varied approaches to content, and the formation of multiple distribution opportunities.