Exploding media: advertising
: Forrester says that 64 percent of advertisers are looking at advertising on blogs.
Now we have to make it easy for them. (Insert plug for open-source ad calls here.)
The clear conclusion of the Forrester survey is that much, much, much more money is going to go online and leave other media:
“Despite significant changes in consumer behavior, there is a large disparity between the amount of time consumers are spending online and the money marketers are spending trying to reach them online,” says Forrester Research Principal Analyst Charlene Li. “When at-work Internet use is taken into consideration, online consumers spend more than one-third of their time online — roughly the same amount of time they spend watching TV. Yet marketers spend only 4 percent of ad budgets online versus 25 percent on TV.” …
* Search engine marketing will grow by 33 percent in 2005, reaching $11.6 billion by 2010. Display advertising, which includes traditional banners and sponsorships, will grow at the average rate of 11 percent over the next five years to $8 billion by 2010.
* New advertising channels will draw interest and spending from marketers. Sixty-four percent of respondents are interested in advertising on blogs, 57 percent through RSS and 52 percent on mobile devices, including phones and PDAs.
* Marketers are quickly losing confidence in the effectiveness of traditional advertising channels and feel that online channels will become more effective over the next three years. Seventy-eight percent of survey respondents said they think search engine marketing will be more effective, compared with 53 percent of respondents who said TV advertising would become less effective.
See also Mary Meeker’s crystal ball.
