Marketing Forecast from Ad-ology

One way for advertisers to get their messages noticed is to do something out of the ordinary. A widely reported-on print ad campaign in Spain did just that recently. By using a lenticular print format, the marketer, a nonprofit organization that is calling attention to child abuse, manages to speak separately to adults and children who view their out-of-home message.

Media companies are seeking ways to connect with consumers who use social media while watching TV. Knowing who uses social media and in which ways can help media companies sell their programming to marketers. A new TVB study released on this topic, 2013 Cultural Currency, has identified how consumers are engaging with specific social platforms as they watch TV.

The digital out-of-home (DOOH) ad market continues to grow faster than most traditional markets but experts believe the sector faces challenges. In 2013, digital billboards (DBB) should see a better growth rate than digital placed-based networks (DPN). In addition, analysts believe the second half of 2013 will be more lucrative on a global basis for operators in this channel.

Most manufacturers have been accustomed to selling through a number of retail partners. As retailers continue to consolidate, both online and offline, manufacturers are seeing the power dynamic changing and that is forcing a change in marketing strategy. Going forward, manufacturers will be exploring unique and exclusive relationships with their retail partners.

With the first quarter of 2013 now behind us, large media industry forecasters are issuing their revised guidance for the rest of the year. Yesterday, I blogged about ZenithOptimedia’s new outlook. MagnaGlobal’s new release for the U.S. is similarly optimistic with a 0.4% rise predicted for core media owners in 2013 and a 3.8% jump for 2014.

Projected ad growth for 2013 has been cut slightly by ZenithOptimedia. The firm believes a 3.9% increase is mostly likely for this year, a number which is down from the 4.1% rate analysts had been expecting at the end of last year. Countries in the Rising Markets category will contribute the most to ad market growth through 2015, however, the U.S., which is a Mature Market, will remain the top market for ad spending.