Marketing Forecast from Ad-ology

One sure way to get consumers to try a new product or service is to present them with a coupon. The bigger challenge is how to get that coupon into the hands of consumers. And it can be even more challenging when the coupons are being released digitally.

As consumers watch more of their favorite shows online instead of on TV, marketers have been serving up video ads. Researchers are finding that consumers exhibit specific viewing patterns based on the devices they are using. And marketers can now predict peak video viewing based on time of day. This newly available information will help marketers determine when and where to place their ads.

Digital advertising is expected to continue growing steadily through 2016. Forrester Research forecasters believe a compound annual growth rate (CAGR) of 17% is in store over the next 4 years. This growth rate will bring total digital spending to $77 billion and the sector will account for 26% of all ad spending.

Traditional print media companies are refining their business models for mobile. Publishers believe that the new popularity of e-readers and tablet computers make the channel more viable. As a result, 59% of surveyed publishers say they have a plan for generating revenue from their mobile platforms.

Marketers have been hearing plenty about how consumers are using their mobile devices to research and shop. But to really target prospective customers, marketers need to know exactly who is shopping through these channels and what they are buying. Jumptap released new numbers on this topic which marketers will find helpful as they fine tune their holiday campaigns.

Small businesses are clearly on board with online marketing overall, but interest in mobile is up sharply, according to Ad-ology Research. More than 20 percent of small business decision-makers say they plan to commit more resources to mobile marketing in 2012, up from the 12 percent who said the same last year.