May 26, 2007 at 00:39The future of advertising is on social sites.
An extremely curious presentation ( PDF ) on online advertising was held at WebBuild California last week . According to the authors, the future of this industry belongs to social media, and now we are all experiencing a real “revolution of the masses."
Now there are six main trends that determine the future of online advertising.
1. The emergence of “entertainment communications” (“communitainment”; YouTube).
2. The growing popularity of sites with user content (“usites”).
3. The formation of the Internet as the main information channel (“mainstreamning”).
4. Reducing the influence of traditional media.
5. Fragmentation of content consumption.
6. The evolution of brands formed by users.
From the penultimate paragraph (fragmentation of content consumption and multitasking) it follows that people are gradually losing confidence in respected brands. As the number of sources of information has grown by an order of magnitude, and now people have a huge choice. No single source affects them sufficiently strongly. If in 1966 people had only five sources of content, then in 1986 it was already twelve, and in 2006 about thirty. Search
will play an important role in online advertising of the future.. This is precisely the area where the maximum attention of users is concentrated. We will see the rise of local search, the emergence of new search technologies and new areas of application of search, the expansion of the use of search as a branding tool.
Advertising experts identify eight types of sites and services on the Web that are suitable for advertising. All of them differ in the degree of audience coverage and in the involvement of participants. If portals are leaders in the first parameter, then social services and communities are in the second parameter, and portals are in last place here. That's why the future of advertising is on social sites.
Over the next four years, the US online advertising market, according to the forecast of Piper Jaffray, will grow to $ 81 billion, which will be 11.4% of the entire advertising market in the country.
Now there are six main trends that determine the future of online advertising.
1. The emergence of “entertainment communications” (“communitainment”; YouTube).
2. The growing popularity of sites with user content (“usites”).
3. The formation of the Internet as the main information channel (“mainstreamning”).
4. Reducing the influence of traditional media.
5. Fragmentation of content consumption.
6. The evolution of brands formed by users.
From the penultimate paragraph (fragmentation of content consumption and multitasking) it follows that people are gradually losing confidence in respected brands. As the number of sources of information has grown by an order of magnitude, and now people have a huge choice. No single source affects them sufficiently strongly. If in 1966 people had only five sources of content, then in 1986 it was already twelve, and in 2006 about thirty. Search
will play an important role in online advertising of the future.. This is precisely the area where the maximum attention of users is concentrated. We will see the rise of local search, the emergence of new search technologies and new areas of application of search, the expansion of the use of search as a branding tool.
Advertising experts identify eight types of sites and services on the Web that are suitable for advertising. All of them differ in the degree of audience coverage and in the involvement of participants. If portals are leaders in the first parameter, then social services and communities are in the second parameter, and portals are in last place here. That's why the future of advertising is on social sites.
Over the next four years, the US online advertising market, according to the forecast of Piper Jaffray, will grow to $ 81 billion, which will be 11.4% of the entire advertising market in the country.