Digital Advertising Trends for 2012
The biggest trend to watch for 2012 is mobile with the increasing volume of devices
What Digital Advertising has in Store for 2012
2013 will mark the year that global investment in digital advertising will overtake newspapers for the first time, fuelled largely by consumer appetite for online video, social media and the escalating penetration of mobile internet access. Mobile devices are now reaching market penetration levels previously unseen in developed economies.
Online Advertising Spend
The looming presence of web-capable mobile devices has added to the rapid growth of online advertising and pushed it to the forefront the industry. Emarketer reports, that on-line ad spending will post growth beyond 20 % in 2012 to reach nearly $ 40 billion in annual revenues.
Publishers and Advertisers can use this data to their advantage when segmenting their traffic in order to best optimise their revenues. Where previously TV was the leading force in advertising, the sheer size, strength and potential of the internet has put the tube in the shade. The stats across the UK, Europe and the US show just much television pales into insignificance when compared against the Web. Online advertising in the UK is likely to grow by around 10.6 per cent to # 4.7 billion in 2012, while television is set to increase by just 0.7 per cent.
Platforms and Formats
In terms of the platforms that are going to be valuable, look towards social and rich media. Search engine marketing, will, as always, blaze a trail, but an ever increasing piece of the pie is being taken by video content. Video was the swiftest growing form of online advertising in 2011 and will proceed to be in 2012.
Banner ads should not be neglected and will also play a key part in the advertising campaigns of online marketers, particularly with their ability to be adapted for both desktop and mobile devices, the latter of which is set to turn into a significant advertising platform as smartphone ownership increases.
Approximately half of online advertisers plan to increase their spending on video advertising this year, and about three-quarters will utilize this form of marketing in their marketing strategy. Pre-roll advertisements are the most popular type of video ads arranged by respondents, ahead of in-banner, interactive pre-roll, and mobile video. The top elements considered by online marketers when choosing a media partner are performance\/ROI, audience targeting, and price.
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