Advertising
In 2003, the advertising industry was still struggling after the bursting of the technology bubble in 2001, which led to a drop in advertising spending. Even as spending began to grow again slowly, some forms of advertising didn’t seem to be as successful as they once were. Some advertisers stopped using traditional ads and chose other forms of marketing, such as outdoor posters. Twelve months later, things improved, even if it didn’t get back to ‘business as usual’.
Zenith Optimedia predicted accurately that worldwide advertising spending would grow by almost 7% in 2004 to $370 billion. This is above global economic growth and Zenith says this growth shows that the advertising market has started to pick up well – as it has done many times before, after similar falls.
It says, historically, ad spending has tended to fall further when GDP falls, and grows faster when economies grow. Robert Cohen, a media specialist, thinks firms will become more aggressive in their fight to gain market share and to help brands that have faced cheaper competitors. By 2011, Zenith predicts, China will have overtaken Britain and Germany to become the third largest advertising market in the world after America and Japan.
According to Zenith, TV remains the most powerful form of advertising, with a 38% global share of spending on major media in 2004. Some people, especially young men, now spend more time surfing the internet than watching TV. But things are changing. Many people today watch satellite channels, rather than the main networks. Zenith expects TV generally to retain its overall proportion of the global advertising market.
Spending will also change in other areas. The internet is the fastest growing form of advertising. This reflects advertisers trying to reach both online shoppers and people searching for product and price information. The internet now accounts for $8.7 billion (5.4%) of America’s ad spending (worldwide, it’s 3.6%). Zenith thinks the use of the internet for advertising will double by the end of this decade. This will mostly be at the cost of newspapers and magazines.
Jupiter Research says specialist ad agencies now spend more than 50% of their marketing budget on online marketing in the US. The internet is increasingly being incorporated into campaigns that use different forms of advertising. What advertisers like about the internet is that the effect of marketing messages can be more easily measured. For example, a company will know how many people who have seen its ad have clicked through to a website and how many have bought something!
In 2003, the advertising industry was still struggling after the bursting of the technology bubble in 2001, which led to a drop in advertising spending. Even as spending began to grow again slowly, some forms of advertising didn’t seem to be as successful as they once were. Some advertisers stopped using traditional ads and chose other forms of marketing, such as outdoor posters. Twelve months later, things improved, even if it didn’t get back to ‘business as usual’.
Zenith Optimedia predicted accurately that worldwide advertising spending would grow by almost 7% in 2004 to $370 billion. This is above global economic growth and Zenith says this growth shows that the advertising market has started to pick up well – as it has done many times before, after similar falls.
It says, historically, ad spending has tended to fall further when GDP falls, and grows faster when economies grow. Robert Cohen, a media specialist, thinks firms will become more aggressive in their fight to gain market share and to help brands that have faced cheaper competitors. By 2011, Zenith predicts, China will have overtaken Britain and Germany to become the third largest advertising market in the world after America and Japan.
According to Zenith, TV remains the most powerful form of advertising, with a 38% global share of spending on major media in 2004. Some people, especially young men, now spend more time surfing the internet than watching TV. But things are changing. Many people today watch satellite channels, rather than the main networks. Zenith expects TV generally to retain its overall proportion of the global advertising market.
Spending will also change in other areas. The internet is the fastest growing form of advertising. This reflects advertisers trying to reach both online shoppers and people searching for product and price information. The internet now accounts for $8.7 billion (5.4%) of America’s ad spending (worldwide, it’s 3.6%). Zenith thinks the use of the internet for advertising will double by the end of this decade. This will mostly be at the cost of newspapers and magazines.
Jupiter Research says specialist ad agencies now spend more than 50% of their marketing budget on online marketing in the US. The internet is increasingly being incorporated into campaigns that use different forms of advertising. What advertisers like about the internet is that the effect of marketing messages can be more easily measured. For example, a company will know how many people who have seen its ad have clicked through to a website and how many have bought something!
Last modified: შაბათი, 5 იანვარი 2013, 10:52 AM