Trends in advertising

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Frank Janssen van Frankwatching

Onder Amerikaanse bedrijven is er een opmerkelijke verschuiving gaande in het denken over adverteerstrategieen zijn. Hier enkele facts & figures uit een afgelopen week verschenen rapport van de American Advertising Federation.

Notable shift in top business concerns across the past year, from previous focus on media proliferation and industry consolidation to current focus on the (never-ending) quest for effective strategies that break through, change behavior, and demonstrate ROI.

Online advertising not only respectable again but also making significant inroads into the media mix, currently representing an average of about 8% of media spending, up from 5% three years ago, and projected to rise as high as 17% across the next three years; also notable is the dwindling proportion of media plans without at least some online ads.

There is now greater clarity about the real benefits of online, including its ability to complement and enhance the use of traditional media and its precision targeting; notable distaste for new (more insidious) forms of online advertising that fall under the heading of adware or spyware.