Marketing Forecast from Ad-ology

Last October, the analysts at Magna Global adjusted their 2012 ad market projection down from 4.8% to 2.9%. Since then, the economy has improved slightly. As a result, the media unit at IPG Mediabrands once again revised its prediction, up, and the year-over-year revenue growth is now expected to be 3.7%.

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.

As new media players such as Netflix and Hulu compete for TV viewers who are willing to view content through a variety of platforms, cable TV companies are fighting back. The TV Everywhere initiative was started last year by Time Warner with the goal of rolling out content to viewers who want to watch quality programming through their TVs, online or through mobile devices. Analysts like the idea and predict this initiative will bring more revenue, especially ad money, to the TV industry.

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.

U.S. online ad spending reached $32.03 billion last year. And this year, marketers are expected to boost that level to $39.5 billion. That amount puts online at 23.3% of the expected $169.48 billion U.S. ad market in 2012. Both large and small advertisers are likely to spend some of their ad dollars with either Google, Facebook or both companies. The latest public filings from these firms show how they are securing higher amounts of advertiser budgets.

Ad-ology Research recently updated their Industry Marketing Insights report for the Security Guard Industry. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months: