Marketing Forecast from Ad-ology

In the next 4 years, spending on digital marketing will nearly double. Marketers will shift their media mix to fund $77 billion in digital advertising which will comprise 35% of all ad spending. Forrester Research analysts say there are several specific reasons for this growth.

Men have reputation for being non-shoppers. Maybe it’s the new high-tech tools men have at their disposal, the effects of great new ad campaigns – or a combination of the two – but things have changed. Today’s men are the new hot prospects, especially for luxury marketers.

It’s hard enough to measure ROI on digital advertising but when attribution models are used incorrectly the audit trail can get downright confusing. Should a marketer be happy with the current last-click attribution model which is the industry standard? Some analysts say marketers should be willing to work a little harder to properly value formats like social media and organic search which are vastly under-counted.

For decades, TV industry executives have worked within an established Upfront season. Typically held in May, advertisers and agencies check out the type of content that will be aired on broadcast and cable channels during the upcoming fall and they buy some of their advertising time on that basis. Now, digital content providers have established the NewFront season to lure marketers online.

The local mobile search market is still rapidly growing as consumers turn to their smartphones to find information on local businesses. At the same time, local marketers are realizing that they can pump up sales by advertising through this channel. The latest research from AT&T gives marketers insights into the changes that are taking place in the local mobile channel.

Last month, I highlighted a couple of studies that pointed out the difficulties faced by traditional radio stations when it comes to garnering more digital revenue. A new service being rolled out by Jelli, a company that delivers user-controlled radio, may change the way spot radio works and build digital revenue for radio stations. This service is available now for national spots but may soon be used by local marketers as well.