Marketing Forecast from Ad-ology

Most industry experts agree that legacy media companies, especially those that deliver news to consumers, are finding it difficult to transition ad revenue streams from traditional to digital platforms. Researchers point to 2 key problems news organizations are wrestling with as disintermediation in the marketplace continues – a loss of advertisers that used to promote their products and services in old media and a failure to effectively use new technology.

Some of the studies I’ve blogged about recently point to a decline market share for search over the next few years. But in one sector, B2B, search is still king. B2B operators continue to refine their strategies in both SEO (search engine optimization) and PPC (pay per click) to maximize the results of their search investment.

The future of the communications industry revenue is heavily dependent on the social and mobile channels as growth vehicles. PQ Media analysts say that these sectors already account for over 4.1% of industry revenue. To calculate the impact of social and mobile channels, the company recently analyzed 44 revenue streams to determine the avenues of fastest growth.

Search has long maintained its dominance in online advertising. Last year, 48% of all online ad spending went to search. And while search is expected to remain popular with marketers, online video will begin to encroach on its market share by 2014. In addition, online video has already started to reduce market share for banners.

Consumer Packaged Goods (CPG) marketers were late to the online party. But they seem to be making up for lost time as they improve their website content. However, if CPG marketers intend to see their online efforts translate to higher sales, they need to fine-tune their content and update it regularly..

Yesterday, I blogged about a Pointroll study that showed the growing influence of online video advertising. Another industry player, YuMe, also released information about the online video ad stats recorded on its network. In addition, the YuMe report outlines which demographics marketers are seeking to reach with their online video ads.