Hot Topic - Digital Advertising
Ad spending growth forecasts are positive, just not so much. Continued economic uncertainty makes for lower expectations. And big diversions, whether sports or elections, aren’t making much of a difference. The winner, of course, is digital advertising.
Higher listening rates are encouraging to radio broadcasters. Almost everywhere more people are tuning in. Evidence is emerging that much of the increase is coming from the Web. Ad revenue is sure to follow.
Online advertising is, without argument, the current growth engine for the advertising business. Behavioral advertising is its fuel. Targeting consumers more directly, more precisely, has had the advertising people in a lather for more than a hundred years.
By nearly every measure internet advertising is the fastest growing ad sector, taking money from all but television. The reasons are simple. More consumers attractive to advertisers are using the Web, certainly. More importantly, internet advertising is “cost effective,” meaning cheap.
Advertising people see change and immediately begin jumping up and down. Emerging from noughties gloom the sellers of spots and space, brands and images have even more to sell and more to sell to. Watching all this horizontal motion can be tiring.
Since the dot.com bubble burst as this century began financial modelers have moved from irrational exuberance to caution to fear. With the dramatic unhinging of worldwide financial markets forecasters maintained a shred of optimism about the media and entertainment industries. Improvement would come, they said even into this years’ first quarter, in a year or so. The shred of optimism is being shredded.
See also in ftm Knowledge
Digital Transitions
Media's transition from analogue to digital has opened opportunities and unleashed challenges beyond the imagination. Media is connected and mobile yet fettered by old rules and new economics. Broadcasters and publishers borrow from the past while inventing whole new services. This ftm Knowledge file explores the changes. 88 pages PDF (March 2012)
The Happy Advertising People
The advertising people are spending again. But things are different now and media people are feeling it. New media attracts attention and advertisers want to be where the action is. This ftm Knowledge file looks at the paradox of media and advertising. 120 pages PDF (September 2011)
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Media Laws-Digital Dividend – new
Lawmakers and lawyers are challlenged by the new digital reality. We've seen new rules proposed, enacted, dismissed and changed as quickly as technology takes a new turn. The ftm Knowledge file looks at the grand plans and their consequences. 76 pages PDF April 2013
Europe’s Radio – Eastern Europe
Eastern Europe’s radio writes new rules. In fact, most everything about radio in this region is new... and changes often. The ftm Knowledge file reports on Belarus, Bulgaria, Czech Republic, Hungary, Moldova, Poland, Romania, Russia, Slovakia and Ukraine. 159 pages PDF (April 2013)
Social Media Matures (...maybe...)
Hundreds of millions use social media. It has spawned revolutions, excited investors and confounded traditional media. With all that attention a business model remains unclear or it's simply so different many can't see it. What is clear is that there's no turning back. 68 pages, PDF (February 2013)
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