Marketing Forecast from Ad-ology

Some leading-edge marketers are turning to a decidedly traditional form of advertising to reach their target audiences. Billboards are in demand by high tech firms these days. And as these companies look at billboards, there is a new player in the market that seeks to streamline the process of ad buying for this format.

With more consumers owning HDTV sets and more stations offering programming in this rich format, advertisers should be rolling out more ads to make their products and commercials look their best. For a while, the costs and complexity to shift to HD were prohibitive. But that has changed and industry experts predict that more local and regional marketers will be making the move to the HD format.

Newspaper publishers plan to promote their value of their media platform to consumers. The industry is looking to connect with readers through a multi-level ad campaign. Using the tagline “Smart is the new sexy”, industry operators hope to solidify their brand identity and show marketers they can deliver a dependable audience.

U.S. consumers have the option to purchase their goods and services from a locally-owned business or the local branch of a national company. To compete more effectively, national companies say they need to improve on their localized marketing efforts. A new study from the CMO Council shows the challenges marketers face in this arena and the changes they are likely to implement as they focus on the local market.

The rise of the digital channel has been nothing short of phenomenal in the past decade. Will digital remain part of a balanced mix in media buying strategies or surge ahead to capture the lion’s share of marketer budgets? A recent report from STRATA reveals ad agency and marketer intent about digital.

In the past 2 years, almost half of advertisers have allocated more of their media mix to TV. Marketers indicate that this media format offers unique effectiveness. However, TV is under increasing pressure and marketers responding to a recent Association of National Advertisers survey explained how TV media space providers can increase their share of marketing dollars.