Parks Associates forecasts advanced TV, mobile advertising, and social networking to lead long -term recovery in U.S. ad spending
Targeted and interactive TV advertising will lay the foundation for the long-term recovery of U.S. ad spending...
Targeted and interactive TV advertising will lay the foundation for the long -term recovery of U.S. ad spending, while spending on broadcast network TV will return to pre -recession levels in 2010, leading the more immediate recovery, according to Advertising Outlook: Shifting Dollars.
This new report from international research firm Parks Associates features a survey of U.S. advertising and media executives and found this group optimistic about 2010 ad spending as well as the long -term impact of advanced advertising formats. A majority would pay a premium for addressable TV ads, with almost 40% willing to pay upwards of 20% more over traditional TV ads.
"As digital media consumption increases, advertisers are incorporating emerging advertising platforms into their overall media mix, with particular emphasis on interactivity and personalization to capture consumer attention," said Heather Way, research analyst, Parks Associates. "This new focus in advertising opens new revenue opportunities for content and service providers, who can build partnerships with agency decision makers to create truly innovative advertising delivery solutions."
Addressable TV ads, defined as TV commercials delivered via set -top box to viewers targeted by demographic information, viewing interests, or geography, represent a small portion of current ad budgets but will command higher premiums as more digital TV service operators add addressability within their offerings.
Advertising Outlook: Shifting Dollars also found almost 60% of media decision makers expect spending increases in broadcast network TV in 2010 and over three -fourths expect a budget increase for social networking advertising. Spending on all major mobile advertising formats will likewise increase, with branded microsites, mobile video, and text messaging expected to reap the largest year -over -year percentage gains.
Advertising Outlook: Shifting Dollars provides industry insight regarding current and planned media budget allocation for TV, Internet, and mobile platforms. The study focuses on advanced advertising formats by media platform, including agency usage and perceptions of addressable TV ads and the effectiveness of online video advertising placement and length.For more information, visit http://www.parksassociates.com or contact 972 -490 -1113, firstname.lastname@example.org.
About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start -ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, energy management, and home control systems and security.
Each year, Parks Associates hosts executive thought leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks Associates produces the online publication Industry Insights in conjunction with the CONNECTIONS™ Conference series.
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