Digital Remains Bright
With the prospect of a recession on everyone's mind, now is a good time to take a step back and look at some of the trends in our digital industry. It's not the doom and gloom we're seeing elsewhere in the economy. Though not at the triple-digit rates we saw in the mid-2000s, growth is continuing at a healthy pace.
Here's a roundup of some of the recent chatter out there:
AdAge points out that marketers are shifting their budgets to focus on better interactivity, entertainment and engagement rather than traditional media. This has resulted in a 22% increase in alternative media spending in 2007. 2008 is predicted to clock in at a healthy 20.2% increase. article
Fortune warns of the risk big media faces during a recession if they don't embrace and innovate in digital. Newspapers and magazines continue to see their print profits decline every quarter, while their digital revenues tick up. article
News.com takes a look at the rise in online ad spending through AvenueA/Razorfish. One exec says, "If there is a widespread recession, all advertisers will be impacted, but digital is more insulated than other channels" because of the accountability it offers -- the ability to track its effectiveness better than other types of advertising, he said. article
Over at Critical Mass, David Armano outlines 10 ideas for using digital to survive during a recession. article
2 Comments:
Instead of using advertising to reach teenage males, Burger King created its own series of Xbox 360 games, featuring its “King” character. After two million sales in just five weeks, Burger King equates the number of “brand impressions” to that of 13 Super Bowl ads.
http://www.cbc.ca/ageofpersuasion/2008/01/episode_3_old_media_new_media.html
USA Today: New media expected to get more ad dollars
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