Digital Media Isn’t Necessarily Smooth Sailing

Marketing across the board has been seeing budget cutbacks, but digital media has seemed like a bright spot in an otherwise bleak advertising environment.

Social media, search, video, and mobile were the most popular and cost-effective new advertising techniques that appears to actually be gathering strength in spite of the recession.

Unfortunately, that mindset may me a little hyped-up. eMarketer just cut its growth forecast for the medium to 4.5%, down from their previous optimistic number of 9%. Online advertising may not even increase from 2009 to 2010, seeing as 2009 failed to meet the predictions of continual growth.

It’s not all bad; 2010 will see more effort put into extended digital media campaigns. While many companies in 2009 were still catching up to the digital revolution and needing serious persuasion from their ad buyers to invest money into digital media, there’s a lot of evidence that shows 2010 won’t have those same setbacks. Companies are planning more extended campaigns with more research and planning put in, which may actually turn around the problems with digital media we saw in 2009.

Video advertising is another bright spot, especially with the rise of websites like YouTube and Hulu, where there are long-form advertising options in a medium that companies are well used to utilizing – video commercials. Mobile is another advertising medium that may see an uptick in 2010, with more companies looking into advertising on smartphones using apps tailored to their target demographic. Finally, display advertising is expected to increase slightly, from $4.6 billion to $4.8 billion.

Digital media may not be the sanctuary it’s been touted as, but it isn’t worth turning your back on it. It’s still one of the best ROIs in the business.

Alternative Media Spending to Grow in 2009

It’s no surprise that drtv agencies and brand clients plan to spend more on alternative media elements in their 2009 media and marketing plans.

Media Life Magazine released the results of an industry survey which included planners, buyers and marketers discussing their interest in expanding into alternative media.

The survey findings revealed:
• 70 percent of survey participants believe alternative media spending will increase in 2009.

• About 80 percent of agency respondents said their clients responded positively to suggestions that they should include alternative media to their marketing budgets.

• Agency respondents stated that “the risky clutter” found in “more traditional media,” and the “ability of alternative media to deliver highly targeted messages” as reasons driving them to include alternative media.

Zeroing in on your target audience gets results. “The results of this important and highly timely study by Media Life Magazine mirror our experience in the marketplace,” said Ken Williams, Health Club Media Network’s (HCMN) CEO.

“While 2009 is shaping up to be a challenging year for business and industries across the county, a sizable portion of our existing client base is continuing and even increasing their business with us while a number of new clients are running substantial campaigns as well.

“We attribute this partly to the quality target ability of our network and audience combined with our ability to offer meaningful and effective methods for evaluating the effectiveness of HCMN campaigns.”

HCMN is the largest provider of advertising panels and other marketing opportunities for the top health clubs in the U.S. Williams believes alternative media choices, including digital media, will make it much easier to connect with active health club members.