http://www.btobonline.com/article/20100908/FREE/100909957/study-marketers-set-to-splurge-for-online-data-sources U.S. marketers will more than double their annual spending on online-derived data sources over the next two years, investing as much as $840.0 million by 2012 on database lists and information about digital audiences and online behaviors, according to a new report by marketing consultancy Winterberry Group.
The report, “The Changing Mission of Marketing Data,” noted that U.S. marketers will gradually increase their spending on all marketing data, to $8.0 billion by 2012, but the entirely of that growth, as much as $1.5 billion, will be driven by digital vendors, such as online data compilers and exchange platforms.
Winterberry said the greatest challenge for marketers is managing “integrated data,” including contact information from online resources together with traditional database management vendors, publishers and e-commerce platforms.
The report was jointly sponsored by marketing data company Acxiom Corp. and data warehousing company Netezza Corp.
http://www.netezza.com/eBooks/changing-mission.pdf
Showing posts with label Downloadable Reports. Show all posts
Showing posts with label Downloadable Reports. Show all posts
Monday, September 13, 2010
Monday, January 25, 2010
Wednesday, January 6, 2010
2009 Promo Industry Trends Report
In a year challenged by battering economic conditions and skittish consumers, marketers are hanging on. Promo's annual report reveals that even though most categories experienced decelerating growth in 2009, spending was projected to grow, even if ever so slightly, for P-O-P, coupons, loyalty programs, sampling and games, contests and sweepstakes. Two trouble spots were premiums and licensing, which experienced significant declines. Overall spending on these consumer promotions was projected to dip -0.7% to $45.8 billion for 2009, according to the VSS Communications Industry Forecast.
Another bright spot, branded entertainment — which includes event sponsorship and marketing, paid product placement and advergaming and Webisodes — was forecast to grow 3.6% in 2009 to $22 billion, VSS said. The Promo report also takes a look at other categories used by promotion marketers, including social and mobile marketing, e-mail and direct mail.
This year, promotion will continue to benefit from the move away from mass media and advertising to alternative strategies that target consumers where and when they prefer. http://promomagazine.com/09-industry-trends-report/
Another bright spot, branded entertainment — which includes event sponsorship and marketing, paid product placement and advergaming and Webisodes — was forecast to grow 3.6% in 2009 to $22 billion, VSS said. The Promo report also takes a look at other categories used by promotion marketers, including social and mobile marketing, e-mail and direct mail.
This year, promotion will continue to benefit from the move away from mass media and advertising to alternative strategies that target consumers where and when they prefer. http://promomagazine.com/09-industry-trends-report/
Tuesday, November 10, 2009
Thursday, April 2, 2009
Media and Entertainment M&A News Flash For 2009: It Will Get Worse
http://www.pwc.com/extweb/pwcpublications.nsf/docid/6B9511900FF64CFF8525755A005B9328
You think? Media and entertainment M&A in 2009 will be “significantly less” than last year, according to a new report from PricewaterhouseCoopers. While the value of disclosed deals in 2008 was $150.8 billion, the highest seen since 2001, that was mainly due to a backlog of four “megadeals” announced in 2006, the report said. Excluding this backlog impact, total disclosed deal value falls to $74.6 billion, a significant decline from prior periods. In terms of overall transaction volume, a total of 1,000 deals were completed in 2008, a decrease of 17 percent from 1,202 in 2007, clearly the result of challenging market conditions. Excluding this backlog, total disclosed deal value fell to $74.6 billion in 2008, a significant decline from prior periods. on volume, a total of 1,000 deals were completed in 2008, a decrease of 17 percent from 1,202 in 2007, a result of the deepening recession.
But some hope for media dealmakers amidst all the doom and gloom: “With M&A ingrained in the DNA of so many companies and the ever growing presence of private equity, we would not be surprised to find the E&M sector more active than many expect in 2009. While the overall value of closed deals in 2009 will likely remain well below the high water marks of 2007 and 2008, overall transaction volume may prove a bit more resilient. History has also shown the E&M industry to be one of the more active M&A sectors irrespective of market conditions.”
You think? Media and entertainment M&A in 2009 will be “significantly less” than last year, according to a new report from PricewaterhouseCoopers. While the value of disclosed deals in 2008 was $150.8 billion, the highest seen since 2001, that was mainly due to a backlog of four “megadeals” announced in 2006, the report said. Excluding this backlog impact, total disclosed deal value falls to $74.6 billion, a significant decline from prior periods. In terms of overall transaction volume, a total of 1,000 deals were completed in 2008, a decrease of 17 percent from 1,202 in 2007, clearly the result of challenging market conditions. Excluding this backlog, total disclosed deal value fell to $74.6 billion in 2008, a significant decline from prior periods. on volume, a total of 1,000 deals were completed in 2008, a decrease of 17 percent from 1,202 in 2007, a result of the deepening recession.
But some hope for media dealmakers amidst all the doom and gloom: “With M&A ingrained in the DNA of so many companies and the ever growing presence of private equity, we would not be surprised to find the E&M sector more active than many expect in 2009. While the overall value of closed deals in 2009 will likely remain well below the high water marks of 2007 and 2008, overall transaction volume may prove a bit more resilient. History has also shown the E&M industry to be one of the more active M&A sectors irrespective of market conditions.”
Friday, March 13, 2009
Trade show budgets projected to decline 17% this year
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090311/FREE/903119995/1078/newsletter011
Budgets for trade show exhibiting are expected to decline 17% this year, while the number of trade shows that exhibitors are planning to participate in should drop by about the same amount, according to the Trade Show Exhibitors Association.
According to TSEA’s newly released “2009 Exhibit Marketing Survey,” budgets for exhibiting will decrease to an average of $381,000 per company this year, down from last year’s $459,100. In addition, the average number of trade shows that companies expect to exhibit at this year is 25, down from 30 last year.
http://www.tsea.org/LinkClick.aspx?fileticket=l7rKHhYWkg4%3d&tabid=91&mid=1053
Budgets for trade show exhibiting are expected to decline 17% this year, while the number of trade shows that exhibitors are planning to participate in should drop by about the same amount, according to the Trade Show Exhibitors Association.
According to TSEA’s newly released “2009 Exhibit Marketing Survey,” budgets for exhibiting will decrease to an average of $381,000 per company this year, down from last year’s $459,100. In addition, the average number of trade shows that companies expect to exhibit at this year is 25, down from 30 last year.
http://www.tsea.org/LinkClick.aspx?fileticket=l7rKHhYWkg4%3d&tabid=91&mid=1053
Wednesday, March 11, 2009
The Surprising Economics of Digital Advertising
The fundamental argument presented is that digital advertising is inevitably more complex and therefore more expensive than advertising in traditional channels. However, the paper goes on to argue that the extra value delivered for marketers by digital advertising far outweighs the extra cost. Only if the shift to digital is inspired by the right reason -- a better, more rewarding service for clients -- will it result in agencies equipped to thrive in the future, according to the white paper.
http://www2.aaaa.org/news/bulletins/Pages/060909_burtonmgtbk.aspx
http://www.aaaa.org/eweb/upload/catalog/pdfs/MG18.pdf
http://www2.aaaa.org/news/bulletins/Pages/060909_burtonmgtbk.aspx
http://www.aaaa.org/eweb/upload/catalog/pdfs/MG18.pdf
Tuesday, January 20, 2009
Goodbye fuzzy ROI, hello WiFi: Deloitte's annual Global TMT Predictions
http://www.mediaincanada.com/articles/mic/20090120/deloitteglobaltmt.html
http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D240492%2C00.html
http://www.deloitte.com/dtt/cda/doc/content/ca_en_tmtpredictions2009Media.pdf
http://www.deloitte.com/dtt/cda/doc/content/ca_en_tmtpredictions2009_Canada.pdf
Deloitte's global TMT Predictions, released today, offer the media and tech industry some recession-proof insight for 2009: print is still dying; smaller events will bring in bigger bucks; and the future is in niche media marketing to WiFi radio listeners and smartphone users.
The technology and media predictions are based on input from more than 6,000 Deloitte clients, industry analysts and TMT specialists. This year, research also included in-depth interviews with 50 TMT C-level executives from around the world.
While only 0.4% of total ad spending last year was on mobile phones, the study predicts that a better understanding of the medium will make it a category where spending continues to grow by 200% to 300% per year, says Duncan Stewart, director of Deloitte Canada Research.
"The problem we had with mobile advertising - we thought it was, 'How do we show people Super Bowl ads on their cellphones?' And that was the wrong question," Stewart tells MiC. "As more people have smartphones, you can do more graphic ads, but even on your basic phone...there's a lot you can do with SMS. It doesn't necessarily have to be full motion video."
As people look at their phones possibly hundreds of times per day, sending them notifications about their favourite bands or products, for instance, would have a higher return in this untapped market. It will also open the door for integrated ad campaigns, says Stewart. But the campaigns have to be designed for the individual mediums, not just repackaged, he warns. "You have to have an ad campaign where you've got an SMS version that works for those phones, but isn't the same as the TV version," he says.
Deloitte's research also predicts that the print industry will be decimated in 2009, with one in 10 print publications ceasing print publication entirely. This analysis comes on the heels of an Ipsos-Reid poll, published yesterday, that finds Canadians rely on newspapers for trustworthy information during bad economic times. Thirty per cent of those surveyed in December for the Canadian Newspaper Association said they turned more often to newspapers for analysis of the recent economic downturn, while 27% - including better-educated and wealthier respondents - said they are more likely to read newspapers when making decisions about personal finances.
Readership and content are not the only aspects considered in Deloitte's prediction, however. While loss of subscribers and plummeting advertising are big parts of the reason for the 20% to 30% drop in ad revenue in the US last year, media buyers choosing avenues where they can measure their ROI is another factor, says Stewart.
"The classic 'I put an ad in the newspaper and I hope seven people pick it up in a doctor's office' is one that media buyers are pushing back on, saying, 'If I can't measure it, I'm less happy with paying that price,'" Stewart says.
A trend that should get advertisers excited is the consumer-tracking potential of WiFi. By accessing the IP address of wireless radio listeners, stations could decide whether to air national or regional ads, or the type of local ads that would be most beneficial to sponsors, says Stewart. "You'll even be able tell when the radio is on and when it isn't, which you wouldn't be able to do with your standard clock radio. It will be happening this year," says Stewart of the technology.
There's also good news for independent artists and community events: minor league teams, fringe theatre and indie music and film will do well this year, as people still want the entertainment, but for a smaller price and in more intimate settings, Deloitte predicts.
As many big-ticket events have been subsidized by the troubled auto and bank industries, "We expect to see the price of sponsorship decline," says Stewart. "There'll be smaller venues, smaller acts - but even at the larger acts, fewer fireworks and lasers."
http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D240492%2C00.html
http://www.deloitte.com/dtt/cda/doc/content/ca_en_tmtpredictions2009Media.pdf
http://www.deloitte.com/dtt/cda/doc/content/ca_en_tmtpredictions2009_Canada.pdf
Deloitte's global TMT Predictions, released today, offer the media and tech industry some recession-proof insight for 2009: print is still dying; smaller events will bring in bigger bucks; and the future is in niche media marketing to WiFi radio listeners and smartphone users.
The technology and media predictions are based on input from more than 6,000 Deloitte clients, industry analysts and TMT specialists. This year, research also included in-depth interviews with 50 TMT C-level executives from around the world.
While only 0.4% of total ad spending last year was on mobile phones, the study predicts that a better understanding of the medium will make it a category where spending continues to grow by 200% to 300% per year, says Duncan Stewart, director of Deloitte Canada Research.
"The problem we had with mobile advertising - we thought it was, 'How do we show people Super Bowl ads on their cellphones?' And that was the wrong question," Stewart tells MiC. "As more people have smartphones, you can do more graphic ads, but even on your basic phone...there's a lot you can do with SMS. It doesn't necessarily have to be full motion video."
As people look at their phones possibly hundreds of times per day, sending them notifications about their favourite bands or products, for instance, would have a higher return in this untapped market. It will also open the door for integrated ad campaigns, says Stewart. But the campaigns have to be designed for the individual mediums, not just repackaged, he warns. "You have to have an ad campaign where you've got an SMS version that works for those phones, but isn't the same as the TV version," he says.
Deloitte's research also predicts that the print industry will be decimated in 2009, with one in 10 print publications ceasing print publication entirely. This analysis comes on the heels of an Ipsos-Reid poll, published yesterday, that finds Canadians rely on newspapers for trustworthy information during bad economic times. Thirty per cent of those surveyed in December for the Canadian Newspaper Association said they turned more often to newspapers for analysis of the recent economic downturn, while 27% - including better-educated and wealthier respondents - said they are more likely to read newspapers when making decisions about personal finances.
Readership and content are not the only aspects considered in Deloitte's prediction, however. While loss of subscribers and plummeting advertising are big parts of the reason for the 20% to 30% drop in ad revenue in the US last year, media buyers choosing avenues where they can measure their ROI is another factor, says Stewart.
"The classic 'I put an ad in the newspaper and I hope seven people pick it up in a doctor's office' is one that media buyers are pushing back on, saying, 'If I can't measure it, I'm less happy with paying that price,'" Stewart says.
A trend that should get advertisers excited is the consumer-tracking potential of WiFi. By accessing the IP address of wireless radio listeners, stations could decide whether to air national or regional ads, or the type of local ads that would be most beneficial to sponsors, says Stewart. "You'll even be able tell when the radio is on and when it isn't, which you wouldn't be able to do with your standard clock radio. It will be happening this year," says Stewart of the technology.
There's also good news for independent artists and community events: minor league teams, fringe theatre and indie music and film will do well this year, as people still want the entertainment, but for a smaller price and in more intimate settings, Deloitte predicts.
As many big-ticket events have been subsidized by the troubled auto and bank industries, "We expect to see the price of sponsorship decline," says Stewart. "There'll be smaller venues, smaller acts - but even at the larger acts, fewer fireworks and lasers."
Wednesday, January 14, 2009
AdMedia Partners report bodes well for media deals getting closed
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090113/FREE/901139991/1078/newsletter011
While media M&A activity is expected to be down this year, many companies say they still expect to complete deals, according to a new survey from AdMedia Partners.
The M&A consultancy’s annual “Prospects for Media Mergers and Acquisitions” survey found that 63% of companies expect to complete previously announced deals this year.
Most respondents (61%) said the buyer’s market is good for M&As, but 73% said sellers should hold off until valuations improve.
The online survey of more than 1,500 media industry senior executives in the U.S. and abroad revealed a consensus that media deals this year will be concentrated in two sectors: information/database publishing companies and b-to-b magazines. However the outlook for M&A activity among traditional media is uncertain, according to the report, as ad dollars migrate online, and those media lag in their attempts to monetize content, among other factors.
http://www.admediapartners.com/research_and_commentary/industry_surveys/pdf/Prospects_for_M&A_Survey_2009.pdf
While media M&A activity is expected to be down this year, many companies say they still expect to complete deals, according to a new survey from AdMedia Partners.
The M&A consultancy’s annual “Prospects for Media Mergers and Acquisitions” survey found that 63% of companies expect to complete previously announced deals this year.
Most respondents (61%) said the buyer’s market is good for M&As, but 73% said sellers should hold off until valuations improve.
The online survey of more than 1,500 media industry senior executives in the U.S. and abroad revealed a consensus that media deals this year will be concentrated in two sectors: information/database publishing companies and b-to-b magazines. However the outlook for M&A activity among traditional media is uncertain, according to the report, as ad dollars migrate online, and those media lag in their attempts to monetize content, among other factors.
http://www.admediapartners.com/research_and_commentary/industry_surveys/pdf/Prospects_for_M&A_Survey_2009.pdf
Monday, December 15, 2008
Tuesday, December 9, 2008
Top 100 Global Advertisers
http://adage.com/article?article_id=133044
P&G, Unilever, L'Oreal lead the pack. GM has dropped to #4.
http://adage.com/images/random/datacenter/2008/globalmarketing2008.pdf
P&G, Unilever, L'Oreal lead the pack. GM has dropped to #4.
http://adage.com/images/random/datacenter/2008/globalmarketing2008.pdf
In-Store: An Island of Growth in a Sea of Recession
Retailers and manufacturers both intend to increase in-store ads by double digits, by recession. In-store for marketing tools alone is $21B. $550B is spent in marketing in-store including pricing, materials, etc. Media companies are largest participants in marketing in-store. Rupert Murdoch has 70% of business (News Corp)
http://adage.com/brightcove/lineup.php?lineup=1266084202
The Deloitte report
http://www.deloitte.com/dtt/article/0,1002,cid%253D226237,00.html
http://adage.com/brightcove/lineup.php?lineup=1266084202
The Deloitte report
http://www.deloitte.com/dtt/article/0,1002,cid%253D226237,00.html
Monday, November 17, 2008
Digital Ad Spend Up At The Expense of Traditional
According to a new Epsilon CMO Survey, Chief Marketing Officers at many of the biggest brands in the nation are seeing a major shift in the marketing landscape. 63% of the 175 marketing executives surveyed see an increase in their spending on interactive/digital marketing while 59% report a decrease in traditional marketing spend.
65% of CMOs say that the money spent on advertising as a whole will decrease due to the current economy. In contrast, 94% of CMOs and marketing executives agreed with the statement, 'A tough economic period is precisely the time when marketing plays a key role.'
When asked how their firm determines their target market for each channel:
50% stated that they use data driven marketing techniques
31% of respondents agreed that they use sophisticated modeling tools to analyze existing customer behavioral, preference and demographic data
19% said that they analyze past purchase behavior
28% said they made rough estimates based on past experience
Monday, October 20, 2008
How poor metrics undermine digital marketing
http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_poor_metrics_undermine_digital_marketing_2220_abstract?gp=1
The digital world has developed faster than the tools needed to measure it. This lag has made it difficult for marketers to fully exploit the Web’s promise as the most targetable and measurable medium in the history of marketing.
Hobbled by nascent technologies, inconsistent metrics, and a reliance on outdated media models, marketers are failing to tap the Web’s full power. Unless this problem can be addressed, the inability to make accurate measurements of digital advertising’s effectiveness across channels and consumer touch points will continue to promote the misallocation of media budgets and to impede the industry’s growth.
Some companies, though, are developing analytics that allow them to compare the effectiveness of their on- and offline efforts. Others are learning how online marketing messages convert shoppers into buyers, both online and in stores.
The digital world has developed faster than the tools needed to measure it. This lag has made it difficult for marketers to fully exploit the Web’s promise as the most targetable and measurable medium in the history of marketing.
Hobbled by nascent technologies, inconsistent metrics, and a reliance on outdated media models, marketers are failing to tap the Web’s full power. Unless this problem can be addressed, the inability to make accurate measurements of digital advertising’s effectiveness across channels and consumer touch points will continue to promote the misallocation of media budgets and to impede the industry’s growth.
Some companies, though, are developing analytics that allow them to compare the effectiveness of their on- and offline efforts. Others are learning how online marketing messages convert shoppers into buyers, both online and in stores.
Monday, July 7, 2008
Online advertising to hit $1.5 billion: IAB Canada
http://www.mediaincanada.com/articles/mic/20080704/iabcanada.html
That would represent a full 25% increase over the $1.2 billion achieved in 2007, a 38% jump over 2006 actuals, according to revised figures.(The response rate for the IAB survey was over 90% for companies with anticipated revenues over $5 million.)
http://www.iabcanada.com/
http://www.iabcanada.com/reports/IABCanada2007-08COA_report.ppt#954,1,Slide 1
That would represent a full 25% increase over the $1.2 billion achieved in 2007, a 38% jump over 2006 actuals, according to revised figures.(The response rate for the IAB survey was over 90% for companies with anticipated revenues over $5 million.)
http://www.iabcanada.com/
http://www.iabcanada.com/reports/IABCanada2007-08COA_report.ppt#954,1,Slide 1
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