DRTV is anything but lazy in the lazy days of summer. Making the right media moves in July can boost your media dollar and your overall campaign effectiveness.
Ninety-two percent of consumers trust earned media, including word-of-mouth and recommendations from friends and family, above other forms of advertising, Nielsen revealed in its "Global Trust in Advertising Survey."
North American advertising spend is projected to increase 3.6% to $171 billion in 2012, said Jonathan Barnard, head of publications at ZenithOptimedia. The marketing services firm's advertising projections predict the most growth will occur in mobile advertising, with mobile ad spend expected to increase 48% to $1.2 billion, compared with 2011.
U.S. advertising spending increased 0.8% to $144 billion in 2011 compared with the previous year, said Jon Swallen, SVP of research at consultancy and research firm Kantar Media. Despite this slight bump, advertising spend in Q4 2011 dropped 1% from the same period one year ago, according to Kantar's data. The decrease represents the first quarterly decline since the end of 2009, which was the point at which advertising revenues began to recover from the recession.
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U.S. marketers spent 14% more money on search advertising in the fourth quarter of 2011 than they did during the prior year's final quarter, according to a study by digital marketing firm Efficient Frontier.
Mobile marketing and related ad spending will grow significantly this year, predicted Bruce Biegel, managing director of the Winterberry Group, a marketing consulting company, during a Direct Marketing Club of New York (DMCNY) presentation on Jan. 12.
Media services companies ZenithOptimedia and GroupM softened their independent global ad spending predictions for 2012 in forecasts released in early December. MagnaGlobal, a unit of advertising giant Interpublic, also cut its global advertising forecasts for 2011 and 2012, citing a "worsening economic outlook." But with positive effect of quadrennial events, such as the Summer Olympics, European soccer championship and U.S. presidential elections, will there still be some winning channels?
While media mix modeling may provide lessons on channel relationships, it fails to leverage granular data. Conversion attribution relies on that data and moves it from channels to individual ads.
Media services companies ZenithOptimedia and WPP's GroupM have softened their independent global ad spending predictions for 2012 in forecasts released Dec. 5.
U.S. local social media advertising spending will increase from $400 million in 2010 to $2.3 billion by 2015, according to a report released by research firm BIA/Kelsey on Nov. 14.
U.S. mobile ad spending will jump by 47% to hit $1.8 billion in 2012, according to estimates from eMarketer.
Media firm MagnaGlobal lowered its ad revenue forecast for 2012, warning that traditional direct marketing, notably direct mail, will continue to be challenged by postal issues and the growth of digital media because of continued weakness in the U.S. economy.
ZenithOptimedia has revised down its 2011 global advertising spending forecast by half a percentage point due to slower economic recovery in developing markets and continued fears of a double-dip recession. Still, total ad investment for this year is expected to grow 3.6% to $466 billion, up from $450 billion last year, with digital media continuing to drive growth.
Marketers will spend $163 billion on direct marketing in 2011, a 5.6% increase compared with last year, according to a report released by the Direct Marketing Association (DMA) on Oct. 2.
U.S. online advertising revenue grew by 23% year-over-year to $14.9 billion in the first half of 2011, according to a report released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) on Sept. 28.
ZenithOptimedia softened its global and US ad spending predictions for this year in forecasts released July 13. The media services company predicted that US advertisers will increase spending 2.1% to $165 billion this year, down from its April forecasted growth of 2.5%. The firm also predicted global ad spending will grow 4.1% to $471 billion in 2011, down 1% from its April predictions.
Direct media advertising revenue will increase by 0.5% this year, according to media firm MagnaGlobal's revised forecast for 2011. The firm had predicted in April that the category would grow by 0.8% this year. It downgraded projected growth for direct mail from a 1.1% increase to 0.2%. MagnaGlobal also downgraded its overall US ad revenue forecast from 3.1% growth to 2.9% growth.
Revenue from direct media advertising will grow by 0.8% this year, a 0.7% increase compared with 2010, according to the "US Media Advertising Revenue Forecast" from MagnaGlobal, a media firm. Direct media, which the firm defined as Internet Yellow Pages, paid search, lead generation, print directories and direct mail, will perform more poorly than mass media for a second consecutive year.
ZenithOptimedia has downgraded its global ad spend forecast from 4.6% growth this year to 4.2%, in the light of the "devastating earthquake" in Japan and the political turmoil in the Middle East playing out on the world stage.
Technology marketers plan to put more than half of the budget into digital in 2011. They'll also favor branded content sites over other media, according to a survey from the International Data Group, a technology media, events and research company.
Ad spending forecasts from ZenithOptimedia and Group M are calling for healthy growth in 2011, especially in digital advertising, despite the spotty economic recovery in the US.
Global advertising spending continues to improve, even among print media, but television and the Internet are still leading the industry out of the recession, according to a revised forecast from ZenithOptimedia.
The US advertising market is on the mend in 2010, according to a study from SNL Kagan, a media and advertising sector intelligence firm.
Advertising spending will show healthy growth next year, according to a forecast from research firm Borrell Associates. However, the real standout will be the online sector, which will grow nearly three times faster, thanks to targeted media and promotions.
Global ad spending will increase 3.5% this year to $451 billion and 4.5% in 2011 to $471 billion, according to a forecast from media investment firm GroupM. Six months ago, the WPP Group-owned firm predicted only 1% growth for this year.
Total US advertising expenditures increased 5.1% year-over-year in the first quarter of 2010, totaling $31.3 billion in the period, according to marketing research firm Kantar Media.
ZenithOptimedia upgraded its global advertising spending forecast for this year, 2011 and 2012, predicting total increases of 2.2%, 4.1% and 5.3%, respectively. The agency also predicted that Internet advertising will continue to take a greater portion of ad expenditures for the next three years.
Advertising spending forecasts for next year represent the first glimmer of hope that the ad market will finally stabilize after an unprecedented downturn. Three leading industry prognosticators weighed in with predictions for next year: ZenithOptimedia said advertising spending will grow globally by 0.9% in 2010 to nearly $448 billion; GroupM predicted similar growth (0.8%) to $448 billion; and Magna Global had a more optimistic prediction of a 6% global advertising increase to $380 billion.
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