This is a very comprehensive look at digital advertising trends and what to look for over 2009. My top 10 key insights are as follows:
- The increased popularity of building applications and syndicating content as a way of building brand value with consumers
- Trends toward differentiation as well as measurability as a key strength of online advertising
- Social networking may not find the killer advertising app. big sites were hoping for, but it will remain an increasingly important place for brand conversations
- Moves away from portal advertising toward vertical (networks and aggregates) audience based spends, on top of the continued consolidation of ad-networks
- Search spending will slow
- Creativity, responsiveness and ROI delivered will sort the publisher men out from the boys
- 30′second TV spots will evaporate far more quickly than TV networks anticipated
- Ad exchanges (auction based self-service CPM / CPC buying) will proliferate
- Audiences will access more portable content (largely on mobile interfaces)
- The digital pulse will become increasingly instant – increasing the importance of emarketing, SMS, RSS and social feeds like Twitter
Read the full (175 pages) report here: http://digitaloutlook.razorfish.com/publication/?i=13617
