It’s not about traditional and digital channels anymore. Instead, it’s simply more screens. Now more than ever, it’s important to align all of these screens. According to a recent eMarketer article, nearly half of brand advertisers and agencies feel that online video is most appropriately aligned with TV, while 40% believe online video should be more aligned with display advertising.
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Digiday posted an interesting read on how two powerful brands, Tiffany and Zales, battle it out in the digital space. Tiffany effectively executes a holistic approach, which leverages social media, mobile and video to reinforce its brand.
How is mobile changing the media landscape? According to a new forecast from Strategy Analytics project, mobile ad spending worldwide will grow 85% in 2012 from $6.3 billion to $11.6 billion. In the U.S., the technology research firm predicts mobile advertising will grow even faster, more than doubling (up 128%) to just under $4.2 billion.
Digital expansion is making history. According to a recent IAB revenue report, internet ad revenue hit a historic high ($31 billion), up 22% over 2010. Display-related advertising revenue in 2011 totaled $11.1 billion (35% of 2011 revenues), up 15% in 2010, while mobile experienced triple-digit growth, up 149% from 2010.
Expectations are high and marketers are pressured to prove the value of their campaigns. According to eMarketer, marketers are relying on different metrics, such as CTR, brand lift, GRP, view-throughs, etc., which are leveraged in various ways. So, how should success be measured?
According to eMarketer, digital marketers worldwide are investing a greater portion of their total marketing budget online this year. In fact, a recent SoDA study found that one-third of respondents expect to invest 60 percent or more of their ad budget digitally, while 25 percent plan to significantly increase their digital owned and earned media spend.
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