Posts tagged with 'Online advertising'
The IAB presented its statistical and philosophical take on 2008 today, and while it tracked some surprising growth numbers it left more than a few questions unanswered for the balance of 2009.
The important numbers: total US internet advertising growth topped 10.6 percent in 2009 when offline media dropped 2.4 percent. The industry crossed the $6 billion plateau for the first time during the fourth quarter of last year, but it came on the heels of the lowest sequential quarter-to-quarter growth rate since 2002. Search was up 10.5 percent over 2007 and the much-maligned category of display ads bounced 8 percent. However, display ads contracted 4 percent in the fourth quarter.
Customer engagement has been re-introduced into the internet marketing discussion, this time via an excellent report from Forrester Research.
Exactly what "engagement" means has been a murky proposition since it was introduced into the internet marketing lexicon in 2005. But Forrester has put forth a clear and concise take on it. It says: "customer engagement is the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time."
Reading the blogosphere today it would be reasonable to think that Barack Obama has nominated Satan to lead the Federal Trade Commission. His name is actually Jon Leibowitz and all the talk about a "day of reckoning" for the online ad business will not be at the top of his agenda.
Leibowitz is a known anti-piracy advocate (good) and an aggressive
proponent of regulating online advertising (maybe not so good). He made
a speech on Feb. 12 while he was deeply into his job as one of the FTC
commissioners and investigating behavioral targeting. In that speech he
used the phrase "day of reckoning" about online ad regulation and
although it certainly has a promise of biblical wrath, he will not
smite this business.