Most Marketers Plan to Increase Social Media Spend This Year [STUDY] Internet to become second biggest ad medium by 2013, says ZenithOptimedia. The internet will become the world’s second biggest advertising medium by 2013 overtaking newspapers, according to the latest media spend forecast from ZenithOptimedia. According to the media agency, newspaper spend is falling by 1.4% a year as circulation continues to fall and readers migrate to the internet. Expenditure is expected to dip to $91.2bn (£56bn) by 2013. Meanwhile, internet advertising continues to grow at “breakneck pace” at a forecast average of 14.4% between 2010 and 2013, rising to $94.6bn (£58bn) over that period.
Display advertising, broadly covering online video and social media, has now overtaken search as the main driver of internet ad growth. ZenithOptimedia has also revised its forecast for global ad expenditure in 2011 down to 4.2% from 4.6%, as a result of the political unrest in the Middle East and the earthquake in Japan. 12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies. Home Tops for Mobile Financial Account Access. Top Facebook Markets by Percent Reach. The Razorfish 5.
Home Tops for Mobile Financial Account Access. Transparency a barrier to mobile campaigns. The research, conducted by Mobile Squared for Strike Ad, quizzed 46 media agencies about their attitudes and experiences of mobile campaigns. When asked about the hurdles to overcome in order to speed up mobile planning and buying, 60.9% cited tracking as an important issue, 45.7% said mobile standardisation was an issue, and 41.3% said understanding of the mobile medium was a factor. StrikeAd's chief executive Alex Rahaman said media agencies need to be more transparent with data to give brands confidence. For mobile spends to increase "significantly", 56.5% said unique user tracking was the barrier that needed to be overcome and 52.2% said third-party ad serving was an issue. Overall, 23.9% of agencies said mobile is not an important component of brand campaigns, while 41.3% sat on the fence, and 34.8% viewed mobile as an important component.
All agencies expected spend on mobile campaigns to increase in 2011 and 21.7% expected spend to increase by more than 30%.