Geoff Ramsey of eMarketer just gave his keynote, very positive outlook for online advertising growth as you would expect.
Some numbers:
- 69% of U.S. marketers say ROI too difficult to measure.
- 17% of consumers say they have any confidence in advertisers. (Forrester)
Current marketplace: Rock up a hill. Fear of Google. Get Me One of Those (get me a blog, get me a widget). Accountability mandate vs. crisis of trust.
Stagnant radio growth, newspaper growth mostly negative. Growth is in online advertising which will surpass radio for the first time ever in 2007.
- Online ad spending is now about 7.5% of total ad spending.
- 2008 online ad spending expected to be 28.8 billion, 32.8% growth.
Basis for content on the web is shifting to video.
- 65% of all US HHs have a broadband connection.
- Nielsen: Average American views 4.35 hours of TV per day.
- TV audience is 291.3 million monthly, 262.2 million weekly
- 72% of users view online video monthly. 135 million, 47.2 million weekly.
- Average American views 3 hours of online video per month. (ComScore)
$775 million online video ad spending in 2007, expected to reach 4.3b in 2011. Monetization challenge of online video advertising – preserve the control of the consumer: Find more innovative ways of engagement. Overlay ads, Social networking, consumer-generated content, virtual worlds etc.
5 Industry Challenges
- Fragmentation issue: Achieving targeting without sacrficing too much reach.
- Clutter factor: Seek to engage.
- Eroding trust: Focus on suthenticity
- Consumer control: Seek to embed brand in conversations and communities.
- Trend-itis: e.g. Twitter.