Media News
IBC Amsterdam 2011
The AddonTV management visited IBC 2011 in Amsterdam and met with industry leaders of digital delivery solutions. IBC is the leading global tradeshow for professionals engaged in the creation, management and delivery of broadcasting media and entertainment. The event’s unparalleled exhibition and agenda setting conference encompass the very latest developments in broadcasting, mobile TV, IPTV, digital signage and R&D making it essential for everyone’s understanding of the industry and its future.
Effectiveness of B2B Online Display Advertising Questioned
According to a new report from Forrester, summarized by MarketingProfs, only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness.
71% of B2B marketers surveyed say they used display advertising during the fourth quarter of 2010, whereas 86% of B2C marketers reported doing so.
Attitudes toward online display are negative, particularly toward ad exchanges, DSPs (demand-side platforms), and ad networks:
- 27% of B2B marketers say they anticipate increased effectiveness of display advertising via exchanges over the next three years
- 21% expect increased effectiveness of display media via DSPs over the next three years
- 16% expect increased effectiveness of display ads via ad networks over the next three years
Given lengthy and complex purchase cycles, says the report, most B2B marketers focus display efforts on increasing brand awareness, lead generation, reaching key target audiences, and driving direct sales.
Only 20% of marketers focus display efforts on increasing site visits (e.g., using campaigns to drive clicks to lead-securing and nurturing opportunities such as webinars, whitepapers, and virtual events). Still fewer marketers focus display efforts on driving brand favorability (17%) and customer lifetime value (14%), observes the report.
Global Ad Spending Jumped
Global ad spending jumped in 2010. Worldwide spendings increased nearly 13 percent in the first six months of 2010 to $238 billion compared to the same period a year ago, according to a report issued today by Nielsen Market Research.
Nielsen credited “booming emerging markets” for much of the growth as well as a return to double-digit ad spending in automotive, durables, fast moving consumer goods, financial services and telecommunications.
Increases occurred almost everywhere — in 35 of the 37 countries that Nielsen surveyed. (The exceptions were United Arab Emirates, down almost 6 percent, and Ireland, down 3 percent.)
By media, television, experienced the greatest growth, up 16 percent, and remained the overwhelming ad medium of preference in every region with a 62 percent share of total global ad spend, per Nielsen.
This means that the global market for TV advertisement reached a volume of $147 billion in the first six months of 2010. If this trend keeps on, total spendings of $300 billion for TV ads can be expected for 2010.