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News Summary 050609
This week in has seen fluctuations in the flow of online advertising which could have far reaching implications over the next few years for the marketing industry.In the US, the 2009 Forbes report for advertising effectiveness showed that marketing executives had fallen out of love with advertising networks. Disappointing results in 2008 and the opening quarter of 2009 led to a loss of confidence in the advertising medium, which resulted in 53 per cent of marketing executives pledging to allocate budgets to other advertising tools this year.
Also this week, Nielsen Online showed that display advertising in the UK market had increased by 21 per cent over the last 12 months. Both the number of advertising campaigns being run, and the number of advertisers had increased, in a trend which has gone from strength to strength over the past three years.
Nielsen’s statistics showed that since 2006, the number of display advertising campaigns being run had grown by 49 per cent. Between January and April 2009, an average of 11,000 advertising campaigns were run every month. Market leaders in the UK included Marks & Spencer, HSBC, Tesco and Barclay’s bank.
In the Forbes survey, the distancing of marketers from established ad networks has created a gap in the market for SEO and viral marketing to make their mark. In the sample of 100 executives interviewed, 48 placed search engine optimisation as the most effective method of advertising. Viral marketing campaigns, although less predictable are also expected to grow in popularity, with 54 per cent revealing they would increase their ad spend on virals.
What is clear is that “online continues to thrive,” said Alex Burmaster, Nielsen’s online communications director, as the gap between traditional advertising and online shortens again.
Online Advertising news posted by Burt Ernstein on 05 June 2009
