Marketing Forecast from Ad-ology

With all of the focus on the hyper-growth of online advertising, it’s easy to forget that there are other key media formats in the marketing arena. And some of these formats, while smaller than TV, are showing potential for growth in the next several years. Revenue projections provided by ZenithOptimedia are looking particularly strong for the cinema and outdoor ad sectors.

Broadcast TV advertising rebounded nicely in 2010. Through the 3rd quarter of last year, both spot and network TV experienced healthy increases over 2009. At the same time, analysts believe that the local TV market will turn in strong performances through 2014.

Agencies were pleasantly surprised by the rebound in the ad market in 2010. Recovery in the auto and finance industries along with a contentious election cycle boosted ad expenditures and demand for creative services. Analysts are looking for trend to continue into 2011.

Traditional media companies will continue to face challenges selling ad space in print publications in 2011. Many of these businesses are looking to boost their sources of online ad and circulation revenue. Writing for Adweek, Lucia Moses also notes that businesses in this sector may hone their expertise with apps and market other products to grow non-traditional revenue.

Best of 2010: Small business owners are growing increasingly sophisticated with their use of online search advertising and with their ability to transform the consumer information they capture into good leads.

Last week I blogged about the new attention being focused on the growing battle between privacy advocates and marketers and media providers who use online behavioral tracking . As 2011 approaches, the marketing industry will face other potential regulations that could affect business. The issues were recently outlined by Katy Bachman, writing for AdWeek.