Marketing Forecast from Ad-ology

There’s no question that interest in online videos ads is huge. But marketers and ad agencies say they’re encountering difficulties executing these campaigns. This development is a call to action for media companies that are looking for the best way to increase their own ad revenue.

The typical purchasing agent in a business setting likely has little extra time to consume content about the latest technology. But as more content has become available in a variety of new formats, decision makers and influencers are noticing. A successful technology company marketing in this environment must make collateral available in several new formats to ensure that its products are getting the necessary visibility that will lead to a sale.

Most consumers know not to provide personal information when they encounter a suspicious email. But these days, more malware programs are popping up on computer screens and they are cleverly disguised. Leading website operators are trying to stay on top of the problem but malware poses a threat to advertising revenues as consumers grow leery of clicking on ads.

There’s little doubt that retailers will expand their online marketing efforts as more commerce shifts to that channel. For industry analysts, the challenge is how to determine which online formats will capture the largest share of retailer advertising dollars. A new survey by Bronto suggests that retailers will be making some changes in 2012.

It appears that analysts are keenly focused on the daily deal phenomenon. Last week, I blogged about an Accenture report that projected a rosy future for daily deals. Earlier this month, Groupon had a successful IPO. But some analysts see a troubled future ahead for this sector.

The buzz about the localization of search continues to grow. Consumers, especially those with mobile devices, are increasingly using their technology to find information on local products and services. Large search providers like Google and Microsoft are seeing the trend and Forrester Research analysts are encouraging marketers to adjust their strategies.