Top Ten Online Advertising Predictions for 2006
Secondo 24/7 Real Media :
- Consumer-generated media will become increasingly attractive to advertisers
- Advertisers will continue shifting traditional ad spending to the Web due to increased Internet consumption and better targeting/reporting capabilities
- Advertisers, cable providers and interactive marketing experts will collaborate to address “The TiVo Effect”
- Brand advertisers will drive the next wave of growth for the paid search market
- Best practices in localized mobile marketing will be perfected overseas in 2006
- Online advertisers will employ holistic targeting methods to deliver better results and reduce reliance on high-profile, high-CPM ad buys
- Technology and better data access will transform online advertising success to a formulaic equation
- Japan will be the next frontier for paid search and interactive marketing
- Mobile carriers will adopt new ad models to boost revenue beyond usage
- Performance-based pricing models will demonstrate the true value of search engine marketing (SEM) as a lead generation channel
The majority of the market has left traffic arbitrage behind, and search engine marketing is more credible for it. “Value” arbitrage, however, has yet to be fully exploited to any significant extent. With the ability of sophisticated SEM tools to understand both the market price for inventory and the true value of that inventory to the advertiser, coupled with margin pressures on “managed services,” 24/7 Search experts anticipate that SEM firms and agencies will more willingly embrace and participate in performance-based pricing models. This will transfer some of the performance risk to the operators, who must use their experience and tools to deliver the value they have long promised, and who will share in the return generated.
For the skilled SEM firm and tool developer, this will drive higher returns and closer client relationships, while maintaining transparency of the medium. For the savvy marketer, particularly in acquisition-based industries, this will transform the view of search from an advertising medium to a lead generation channel
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