Media, Advertising, and Online Content Trends in 2010

Predictions regarding media, ad, and content trends in 2010 were recently put together by national (U.S) multi-platform media firm Cross MediaWorks’ CEO Marc Krigsman (formerly EVP of Primedia Digital Video) and COO Larry Rubin (formerly SVP, Business Development, USA Networks and Vice President, Associate General Counsel – Transactions, Viacom) based on their industry experience.  They foresee:

·         An  improvement in ad spending in 2010, especially by the automotive, financial, and healthcare industries.  However, spending will not return to pre-downturn levels.  Overall, they think it will be a conservative year with conservative growth as companies concentrate on fine tuning their messages.

·         There will more emphasis on measurement in performance in 2010 with data being incorporated from other areas such as shopping carts, social media, and credit-card data.

·         Advertising on both broadcast and cable television will remain the most cost-effective option for advertisers; viewership for both will continue to increase in 2010.

·         Spending on online and mobile will not get ahead of television for at least eight to ten years.

·         Smartphones like the iPhone will continue to pave the way for content platforms to emerge that will drive more users to mobile sites; however, what is considered a valuable mobile ad will remain undefined until that happens.

·         In the coming year, there will be a greater emphasis on “active eyeballs” as opposed to passive eyeballs” with regards to online advertising and online ads will get more visual, include multimedia.

·         Video content available online will have to move to a subscription model or one with more advertising as “media comes at a cost.  In television’s early days, for example, entire programs were paid for by an advertiser like “Texaco Star Theater.”

·         The Web can’t yet deliver a video product comparable to HD and the top-trafficked Web sites are informational; consumers continue to go to the Internet to look for information about their bank, their phones, etc.

Headquarted in New York City, Cross MediaWorks (www.cross-mediaworks.com) manages an array of media on a targeted and measured basis.  Key segments of Cross MediaWorks’ business include representation of linear and unwired networks, long-form and short-form broadcast, satellite, and cable inventory as well as video-on-demand and on-line properties.  In addition, CMW provides a full array of creative services and “go-to-market” strategies for companies in a variety of industries.

Posted by Otilia Otlacan on Dec 15 2009. Filed under Ad Groups & Agencies, Ad Metrics, Ad Operations, Advertising Reports and Studies, Digital Intelligence, Digital Marketing, Internet Marketing Services, Internet Strategy, Marketing Strategy, Online Media. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry