Marketing Forecast from Ad-ology

Manufacturers and retailers have both been looking for the best way to engage consumers with online display ads. For the most part, manufacturers have been placing display ads on content sites or using their own sites to connect with consumers. But new technology and new attitudes are changing the way branded products from manufacturers appear to consumers who are shopping on retail sites.

In my earlier post today, I noted that B2B marketers are likely to be cautious with their budget allocations to online display. However, one segment of online display, digital video, is poised for growth in 2011. A new survey from the Interactive Advertising Bureau (IAB) shows a marked increase in the use of digital video advertising this year.

Earlier this week, I wrote about a new Forrester report, which appeared in a B2BOnline column, and the expected rise in B2B marketing this year. Not all online formats will see big increases from B2B advertisers though. Specifically, only a small number of B2B marketers, 13%, will up their spending on display. Forrester analyst, Michael Greene thinks he knows why.

Marketers are back to spending on advertising. Projected spending on major media formats could reach $154.6 billion in the U.S. in 2011. That spending level, from eMarketer, represents a 1% increase over last year. While any increase is welcome after the serious and sustained economic contraction we’re pulling away from, the spending in the individual media formats that make up these numbers deserves a closer look, especially by marketers who are planning next year’s budget.

Marketers who are considering the use of mobile search will be interested to learn that this media channel is increasingly popular and effective. New information from ROI Research and Performics finds that more consumers are using mobile search. In addition, these consumers are also making more mobile purchases.

The first response of many retailers who start to see negative comments posted about their businesses online is to try to find a way to shut down the naysayers before revenues get impacted in a big way. But the new world of social media with its empowered and vocal consumers has seriously eroded the control of business operators. This situation has given rise to the new industry of online reputation management.