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Wall Street Journal, September 4, 2008 — Spending on Internet advertising is climbing at a healthy clip — rising 20% in the U.S. in the second quarter — and growth forecasts are strong despite the weak economy. But that growth isn't being enjoyed by everyone.
MarketingVox, July 23, 2008 — The web's role is becoming integral for brick-and-mortar retailers, even for in-store purchases, according to (pdf) a recent Nielsen Online survey, which found that of those that recently made consumer electronics purchases in a store, 80 percent visited the store's website first, reports MarketingCharts.
Wall Street Journal, May 20, 2008 — Conscious that millions of people are now watching TV shows online, marketers are likely for the first time this year to make digital-ad buys a key part of their "upfront" ad-purchase negotiations with TV networks, media buyers say.
"The digital ads aren't a throw-in after the main conversation is over. It's now part of the main conversation," says Alan Schanzer, managing partner at MEC Interaction North America, part of WPP Group's media-buying and planning unit Mediaedge:cia.
New York Times, May 19, 2008 — In the past few years, Web publishers have made a big bet on booming online advertising revenues. But the economic slowdown may be throwing a wrench into those plans.
While search advertising remains strong, there are signs that the growth in online advertising — particularly in more elaborate display ads — is slowing down.
Advertising Age, April 8, 2008 — For online retailers, search and e-mail marketing continue to be the most popular tactics, though they are becoming increasingly interested in social networks and video, a new study indicates. That shift in tactics could be a risky endeavor, however, caution executives involved with the study.
According to a Shop.org survey of 125 online retailers conducted by Forrester Research, 90% of them participate in paid search and 92% rely on e-mail marketing. By comparison, just 26% use social networks or micro-sites, while only 21% employ online videos. The coming year could see a shift to new advertising tactics.
Silicon Alley Insider, April 8, 2008 — Marketing execs polled by MarketingSherpa for its "Marketing During An Economic Downturn (pdf)" report are giving a version of a theme we've heard a lot of, lately. The storyline: big marketers are cutting back overall budgets this year, but not not online spending, which is being largely left intact or getting a small increase in 2008.
Total budgets down: 60% of large companies had either cut or are planning to cut marketing budgets 2008, the survey says, compared to 29% of midsized marketers and only 13% of small ones. Only 16% of big marketers said they were increasing budgets, and 19% reported no change.
Advertising Age, March 26, 2008 — Spending on alternative media hit $73.43 billion in 2007, a 22% increase over the previous year, and will continue to grow, according to PQ Media's Alternative Media Forecast: 2008-2012, released today. The research firm tracked 18 digital and nontraditional segments, with a combined 16.1% of total advertising and marketing dollars in 2007, up from 7.9% in 2002, yielding a compound annual growth rate of 21.7%.
The forecast predicts a 20.2% increase over the next year, to a total of $88.24 billion, and a compounded annual growth rate of 17% for 2007-2012, reaching $160.82 billion. By then, alternative media will represent 26.6% of all advertising and marketing dollars.
Wall Street Journal, March 17, 2008 — In an effort to snare more of the automotive advertising dollars migrating online, NBC Universal is buying a sizable stake in DriverTV, a Web site and video-on-demand channel that specializes in videos aimed at car shoppers.
NBCU is paying about $6 million for a 35% stake in DriverTV, which has about $8 million in annual revenue, according to people familiar with the matter. Currently all DriverTV's ad revenue comes from car makers, but the company, which is partly owned by the TV- and ad-production firm Radical Media, is hoping eventually to attract advertisers from other auto-related industries such as insurance.
New York Times, March 14, 2008 — A BEVERAGE marketer known for pouring money into splashy ads in the traditional media is taking an unconventional approach with a new product. The decision by the North American division of Pepsi-Cola, part of PepsiCo, is another sign of the growing use of new media to introduce brands in mainstream categories like packaged goods. Such shifts in media-planning habits by companies like PepsiCo, Coca-Cola, Kraft Foods, Procter & Gamble and Unilever are the reason that spending for ads online is increasing far faster than for any other medium.
Advertising Age, March 14, 2008 — As media agencies continue their transition toward integrating digital media planning and buying with traditional media such as TV and print, MediaWorks is making the rounds to talk to the people charged with making it happen. This week, Publicis Groupe's Starcom announced it was promoting Kelly Twohig to senior VP-digital activation director of the agency. She will oversee the agency's digital spending, reporting to Chris Boothe, Starcom's chief activation officer.
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