Future of online advertising
Voor de zomer werd in New York City het congres Future of Online Advertising georganiseerd. Ralph Bom deed daarvan in twee delen al eerder verslag op Marketingfacts. Inmiddels staan ook de presentaties als pdf-bestand online en heb ik de presentaties nog eens rustig bekeken.
Een paar algemene trends die we terugzien:
- verschuiving mediabestedingen van offline naar online;
- verschuiving betalingsmodellen van cost-per-mille naar cost-per-action;
- belang van communities neemt toe;
[b]Webguild, May 2007[/b]
Op Marketingfacts verwees ik al eens eerder naar een presentatie (pdf) van Safa Rashtchy (Piper Jaffray) op Silicon Valley Webguild’s Future of Online Advertising over de toekomst van online advertising en de impact van social media.
[b]eMarketer[/b]
<a href="http://www.emarketer.com/Article.aspx?id=1004181
“>http://www.emarketer.com/Article.aspx?id=1004181
Growth is down from the last two record-breaking years, but it is still very robust
5 trends die voor een duurzame groei van online mediabestedingen zullen zorgen:
- Ad spending shifts from other media, most notably broadcast television and newspapers, to the Internet;
- Larger Internet ad budgets in general as companies both grow more accustomed to various online ad formats and increasingly seek the audience found on the Web;
- Higher prices for both branding ads (video and plain display) and direct response vehicles (mainly paid search)’
- Branding objectives becoming increasingly relevant online, which will lead more marketers who have spent little for Internet advertising to devote larger budget shares to various interactive formats, most especially video;
- The continued small shares many large marketers budget for Internet advertising, which need to budge by only a few percentage points to create relatively large gains for this advertising medium
[b]Forrester[/b]
http://www.forrester.com/Teleconference/Previous/Overview/1,5158,1967,00.html
http://www.forrester.com/Research/Document/0,7211,41451,00.html
http://www.forrester.com/Research/Document/0,7211,42089,00.html
Interactive Marketing Channels To Watch In 2007
http://www.forrester.com/Research/Document/Excerpt/0,7211,41208,00.html
[b]Overig[/b]
http://www.searchenginejournal.com/the-future-of-online-video-advertising-for-online-marketers/5092/
The Real Beauty of Advertising in the Connected Age
http://www.xchangemag.com/articles/537/72h191057424729.html
