Ce dossier est beau, complet, gratuit… Les professionnels vous livrent leur vision du marché de la communication digitale en une quinzaine d’articles. La publicité sur Internet : chiffres, enjeux, opportunités Internet au cœur des stratégies plurimédias .
Marketers are moving spending away from TV, print and radio advertising to social media, mobile, search and e-mail marketing, a new report from e-mail service provider ExactTarget and Internet marketing and e-commerce consulting firm Econsultancy finds. Overall digital marketing spending will increase 17% this year, the firms predict. Two out of three of the 1,000 marketers surveyed say they plan to increase their digital marketing budget in 2010, earning digital channels nearly a quarter of marketers’ total spend, the survey finds.
Yep, you read that right. Today, YouTube is officially launching TrueView, a new ad format that lets users skip over ads they aren’t interested in — and advertisers are actually okay with it. It’s a new format that YouTube has been testing for a while now, and it’s a bit different than what you’re probably used to. When a TrueView ad unit begins playing, you’ll notice a five second countdown timer — as soon as that’s up, you’ll see an arrow that will let you skip the remainder of the ad and get back to the content you wanted to see, or you can choose to keep on watching the ad.
The Golden Age of Advertising infographic in this post inspired us to ask some of our industry friends for their thoughts about what has changed in the advertising world over the past 40 years, and what the future holds for the advertising business. Most of our commenters think the lines between content and advertising have irrevocably blurred. Marketers are content creators and publishers are increasingly like agencies. Audiences, too, play an active role now, from debunking false claims to spreading the word about great brands. Doug Weaver goes so far as to say advertising is dead, but we’re in a golden age of marketing . In considering what’s changed between the 1960’s of TV’s Mad Men to today, the trend is from homogeneity to heterogeneity in everything: one big idea to sophisticated multimedia strategies; greater diversity of the agency staff; the plethora of media today’s marketers have to consider.
Tuesday’s New York Times has a terrific article talking about the challenges facing retailers in managing search advertising during the holidays. While I enjoyed reading the article over my holiday morning coffee, I came away from it thinking that the authors really missed the big story: the Anywhere revolution has fundamentally changed the art and tools of advertising from one done by people to one done by machines. The paragraph that got me thinking that was this one:
Come walk with me through my day as I ponder replacing my aging printer with a new, more efficient wireless model. I have been thinking about it for a few weeks and finally decided to bite the bullet and buy one at the end of my work day. That morning, as it turns out, I see a commercial on Good Morning America for an HP wireless printer of the sort I had in mind. Rushing to the subway, I notice (or maybe not) an ad on the side of a passing bus for the same printer. Entering the subway, a street vendor hands me a copy of Metro New York and I catch an ad on the back cover.