Future whereabouts of viral video, mobile and online display advertising

In continuation to our previous article about the future of digital marketing, digital channels are projecting spending increases as more and more marketers consider interactive advertising a fundamental aspect in their marketing mix strategies.

Millward Brown recently presented their predictions with regards to where the digital marketing is headed in 2010, suggesting a series of insights about viral videos, online display ads, location and mobile marketing.

The marketing research company disclosed that marketers will be experimenting with larger ad formats that will not only be innovative and eye-catching to consumers, they will also prove to perform quite well. However, one must not forget that large also equals intrusive, therefore, only the most efficient formats will be able to survive and be adopted by marketers and advertisers.

Online videos will continue to experiment continuous growth and in result, more sophisticated viral video analytics and services will be available for marketers to measure the impact of their campaigns. Rather than just placing videos and hoping for a massive viral effect, marketers will instead be able to invest in viral seeding strategies thanks to the information provided by the new and advanced viral monitoring tools.

According to the Mobile Marketing Association, mobile marketing spend will grow to $2.16 billion in 2010 from last year’s $1.7 billion. With the increase in iPhone usage (33.75 million units sold worldwide to date/Q4 2009) and popularity of the Google Android, mobile web usage is only bound to increase as access to the internet becomes cheaper. The advantage of mobile is that it provides the ability to target by site, phone model, demographics and location, all of which can be very useful to advertisers.

On a similar note, geo-targeting continues to rise thanks to the increasing number of GPS-enabled devices available in the market today. comScore has reported that 11% of their mobile panel is currently using map or direction-based applications on their devices, representing 41% year-on-year growth and potentially stealing market share from standalone GPS devices. The downside could be that consumers won’t always share their location with brands, however, brands are able to do so without a problem, and will often be seen making location a fundamental feature in their ad campaigns.

This entry was posted on Tuesday, January 5th, 2010 at 6:35 pm and is filed under New Media Tips. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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