Marketing Forecast from Ad-ology

Consumers who turn to more than one platform to watch video are often highly engaged with the programming. And, these days, consumers of all ages are comfortable seeking out their entertainment on the Internet. But TV remains the preferred format for specific types of entertainment according to data presented at the Advertising Research Foundation’s annual meeting.

Magazine publishers, like most content providers, have long relied on marketers for most of their revenue. As magazines shift from traditional print to the online publication channel will readers pay attention to the ads? Josh Gordon, founder of Smarter Media Sales, recently studied this topic. Specifically, Gordon was interested in determining whether consumer behavior with respect to ads differs when it comes to a magazine’s digital edition as opposed to a Web site.

When TV shows first started appearing online, some analysts predicted that heavy consumer migration to the Web would impact the advertising business model. But that has not been entirely the case. Writing for the New York Times, Stuart Elliott notes that there has been more synergy than erosion as marketers increase their presence online rather than replacing what they have been doing via TV.

Whether they are going to theaters, rental kiosks, or using downloads, consumers continue to show their desire for movie entertainment. A recent Market Force Information survey reveals that nearly 7 out of 10 consumers will see at least 1 in-theater movie in the first quarter of 2010.

The recorded music industry is still searching for the right business model that will generate the kind of revenues and profits that musicians and production houses once enjoyed. eMarketer’s outlook through 2013 foresees steady declines in revenues. Sales of physical music, which totaled $4.32 billion in 2009 are seen dropping to $960 million by 2013.

Ad-ology Research recently updated their Industry Marketing Insights report for Movie Theaters. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

* Theaters are beginning to offer high-end amenities, such as adult-only club rooms, gourmet food, and leather executive chairs.
* Loyalty clubs provide the opportunity for theaters to build customer loyalty.
* Movies shown in 3-D are increasing in popularity and expected to further boost annual box office sales.