The ad industry is expected to recover in 2010 and the out-of-home segment should continue to grow.
Consumer groups continue to fight billboard placement and are pressing government officials to more strictly regulate the industry.
Digital out-of-home networks are often locally owned and operated but as the industry matures, consolidation is expected.
Retail, airport and entertainment districts are growth venues.
More out-of-home operators may allow users to stream user-generated content in the future, a move which could increase the appeal of this media format.
The Industry Marketing Insights report for Display Advertising Services is available on Ad-ology.com (Research Store) for $295 USD with local market data for any U.S. market.

[Source: Ad-ology Research, December 18, 2009]

“The economic cycle has reached bottom—at least for the online ad industry,” said David Hallerman, eMarketer senior analyst and author of the new report, “US Ad Spending.” “While spending in the first three quarters of 2009 fell by 5.3%, according to the Interactive Advertising Bureau and PricewaterhouseCoopers, eMarketer’s estimates indicate a smaller loss during Q4, of 2.5%.”

The various components of online advertising react differently to cyclical and structural changes. While one format might show relatively healthy growth in the recession, another suffers due to the same economic climate. For example, paid search will grow by 2.2% in 2009, while classified ad spending will decline by 30.2%. Even during 2010 and 2011, eMarketer projects search will continue to grow at mid-single-digit rates, while classified spending will decrease again both years.

Video ad spending growth will far outpace any other online format, running in the 34% to 45% range from 2009 through 2014. These extremely high growth rates are the result of video ads moving from the sidelines to center stage, becoming the main form of brand advertising in the digital space.

“US Ad Spending,” conducted by eMarketer, December 11, 2009. Website: www.emarketer.com.

About half of small businesses, 56.6% of those with fewer than 11 staff members and 48.2% of those with between 11 and 100 staff members, will not use online banner advertising in 2010. The VerticalResponse report also indicates that small business owners are relying less on media formats such as TV and radio. Nearly 80% of survey respondents say they do not plan to use TV next year and 72.7% do not plan to use radio advertising.

As small business operators take actions similar to those employed by larger firms, VerticalResponse CEO and founder Janine Popick believes “marketers need to help small businesses to see the value of integrating search engine marketing such as Google, Yahoo and Bing into their campaigns.”

The shift from traditional to newer forms of marketing will result in some cost savings for small marketers. For example, social media and email campaigns can cost significantly less than TV and radio. However, paid, integrated search engine marketing can be expensive, especially if the campaigns are not carefully targeted. Marketers who efficiently deploy and manage search engine campaigns stand to gain market share and improve profitability in 2010.

[Source: State of Small Business, VerticalResponse, Fall 2009 release]

Here are a few of the top integrated marketing 2010 trends predicted by Judy Franks for Marketing Daily along with some of her cautionary comments:

Marketers may cut out a specific channel entirely: Franks warns that a “wholesale cut” to a channel such as print could negatively affect a carefully designed ‘integrated, multichannel mix’.
Marketers may find more data can lead to less understanding: Data is flowing from multiple sources and constantly changing. It will become more difficult to apply the pool of data to “integrated channel planning”.
More marketers will jump into social networking: As companies watch their competitors’ strategy, they will make the classic mistake of employing social networking as a marketing tactic rather than allowing the brand to develop organically.
Marketers will focus less on the traditional 18-49 demographic: As more information becomes available and it becomes easier to target niche consumer bases, it is less effective to mass market to a traditional demographic that contains multiple sub-groups.
Marketers will see more blurring of screens: Consumers have more options than ever to view content live or delayed and on fixed or mobile screens.
All of these factors will come into play as marketers face the challenges of pitching their products and services to consumers who will have more access to competitive intelligence in 2010. Companies that excel in integrating their marketing programs stand the best chance of reaching consumers in more places.

[Source: Franks, Judy. Top 10 Integrated Marketing Trends for ’10, MarketingDaily, 11.27.09]

by: Kathy Crosett

Many senior marketing professionals already use data as they develop their plans but most want improvements as survey results indicate:

Heavily rely on data: 26%
Use data for marketing decisions but want improvement: 52%
Not using data but plan to: 18%
Don’t see the need for data driven marketing: 4%
It’s no secret that the recession has increased the difficulty of acquiring new customers. But collecting and analyzing data on existing customers has allowed many marketers to use traditional acquisition tactics to increase revenues. The best organizations are using data for this purpose as follows:

Improve cross-selling and up-selling: 35%
Identify new or emerging customer segments: 29%
Segment/target customers with more accuracy: 27%
Another effective use of data is to track customer purchases and reference them directly in personalized emails when pitching new products. This is a favorite strategy of best-in-class marketers who also track the return on investment for these campaigns. These marketers are also far more likely to maintain centralized control of customer data and to put systems in place to regularly clean the data. They also use email marketing and web analytics and automate these processes.

Best-in-class marketers are far more likely than average to:

Segment and target
Profile customers
Measure ROMI
Engage in marketing planning
Calculate profitability
The most successful CMOs are the ones who can effectively manage data to achieve the ultimate goal of increased sales. According to Aberdeen, this means centralizing and regularly reviewing information, and funding the planning and forecasting process.

[Source: Data Driven Marketing, Aberdeen Group, October 2009.]

The monthly Observer Guide to Luxury Rentals special section is on stands today. They will be publishing a Luxury Rental section once a month from September through November. Dates are below:

September edition:
On stands September 23rd
Reservations: September 15th
Materials: September 17th

October Edition:
On stands: October 21st
Reservations: October 13th
Materials: October 15th

November Edition:
On stands: November 18th
Reservations: November 10th
Materials: November 12th

Bonus distribution: We will be distributing an additional 10,000 copies to the lobbies of luxury rental buildings throughout the city
All advertisers will receive a 75 word write up and a photo.

Please contact MARENA STUDIOS for rates and placement

Package Option #1
1/4 Page Full Color Tues Feb 10th (Black History Month Special NY Post)
1/4 Page Full Color Wed Feb 11th (Black History Month Special Caribbean Life)
Online Job Posting
TOTAL PACKAGE COST: $3,700 GROSS

Package Option #2
1/4 Page Full Color Tues Feb 10th (Black History Month Special NY Post)
1/4 Page Full Color Wed Feb 11th (Black History Month Special Caribbean Life)
1/4 Page Full Color Mon Feb 23rd (Diversity Special Section)
Online Job Posting
Classified Referral Ad Feb 23rd
TOTAL PACKAGE COST: $6,500 GROSS

*CARIBBEAN LIFE: Circulates in Brooklyn, Queens and Bronx, their readership is 450,000.

*TOTAL COMBINED READERSHIP WITH NEW YORK POST: 2.7 million!

DEADLINES
Edit Mention January 13
Reservation Close January 20
Material Close January 28

DEADLINES
Edit Mention: January 13
Reservation Close: January 20
Material Close: January 28

*“Everything You Need To Know About Buying an Apartment” Speaker Series
*Enhanced lead retrieval for each booth
*Inclusion of re-sale properties (exclusive listings only) – contact me for more information
And much more!