Monday, December 31, 2007
Online Advertising to Have Very Good 2008
Ad budgets will continue to shift online next year despite a tightening economy. According to Emarketer (via Mediapost), online advertising will grow 29 percent in 2008. Online ads will continue to be strong because the housing crunch will drive decision makers to look for ads with a quantifiable value.
"With money tight, marketing executives will continue to gravitate toward the Internet, looking for more measurable ad formats to buttress their positions," said David Hallerman, senior analyst for eMarketer.
Ads on social networks will jump precipitously, with an increase of 61 percent to $1.5 billion. Contextual advertising should be a huge opportunity in social nets since the content should be relatively focused and make it easier for the algorithms to identify the most appropriate ads.
But social networking will continue it's shift from a seperate thing to be infused across the web. Don't expect Facebook and MySpace to dominate social networking with Google-like authority.
Indeed, as the online audience continues to fragment, the idea of a generic "social media ad strategy" tied to a Facebook or MySpace campaign will be severely challenged.
The splintering of social networking will aid targeted marketing that will follow individuals around from destination to destination.
By John Gartner at 09:23 AM | Comments (1)