Marketing Forecast from Ad-ology

Yesterday, I blogged about a Pointroll study that showed the growing influence of online video advertising. Another industry player, YuMe, also released information about the online video ad stats recorded on its network. In addition, the YuMe report outlines which demographics marketers are seeking to reach with their online video ads.

Last year was proclaimed the year of online video. And if the numbers released by several research shops hold true, online video advertising will be a growing industry this year as well. Analysts expect this format will grow from $2.16 billion in 2011 to $3.09 billion in 2012.

Many enterprises have experimented with digital and social media marketing, and in some cases, have outsourced the effort. Now that these marketing strategies have become part of the long-term term business plan, managers must optimize their methodologies and move the functions in-house.. Research by Boston Consulting Group shows that doing so can help businesses cut costs and boost sales.

Local and regional banks, along with credit unions, have a problem. These financial institutions are far less likely to offer the latest technologies to their clients and this is especially true of mobile banking. While a significant number of clients at these smaller financial institutions do not yet use new kinds of services, demographics are changing and to maintain market share, small banks and credit unions will need to begin promoting their mobile offerings.

More consumers are turning to their mobile devices to search for items to buy which is generating an uptick in the mobile search channel. For now, it seems that there’s a higher click-through rate on mobile devices than for computers. As a result, analysts are encouraging marketers to allocate a larger percentage of their ad budget to mobile search.

Retailers spend plenty to attract consumers to their stores but they also see promise in the online market. To boost online sales this year, retailers plan to promote their sites with the use of email, search and deal of the day promotions. And to keep shoppers engaged with the online channel, many of these operators plan to spend some of their 2012 marketing budget improving the shopper experience at the site.