Marketing Forecast from Ad-ology

Studying the mobile shopper remains one of the hottest research topics this year. How much do these consumers spend when they shop via their devices? What is the best way to reach these consumers? The latest report on this sector, Mobile Commerce Survey, from L.E.K. Consulting, has some answers.

Earlier this year, eMarketer analysts predicted that online ad spending would reach $31.3 billion. So far, the industry appears to be on track to meet that projection. And some sectors are posting more aggressive gains, compared to 2010, than others.

Last month, I highlighted a study that showed the importance of in-car listening for radio station owners and marketers. Consumers are also listening to radio in many other places. However, their media time spent outside their cars is fragmented so local radio stations need to offer consumers what they’re seeking in order to maintain the listening audience for marketers.

Welcome to the world of adolescence in online advertising. That’s the message from researchers at Collective. In the firm’s 5th annual Display Advertising Study, analysts point out that both marketers and agencies are adjusting their strategies with respect to display and social media as the online format evolves.

Advertisers who use traditional TV to get their message out to consumers can reach a large audience these days. But an increasing number of consumers are watching video content either online or via mobile devices. As these numbers climb, marketers will need to fine-tune their channel strategies to reach the right audience.

Can a small social media platform limited to 140 characters of data at a time survive when its chief competitor is projected to pull in $3.8 billion in 2011 ad revenue? The David and Goliath story, being played out in this era by Twitter and Facebook in the online advertising market, is one to watch. And researchers are not counting out Twitter.