There are some funky findings in a new survey from the American Advertising Federation. While traditional advertisers don’t hate blogs (I was exaggerating in the title of this post), the survey shows a preference for ads on MySpace/YouTube over blogs. It is somewhat surprising, of course, given that YouTube doesn’t take ads, and MySpace makes a mess of the ads that run there.
- Online video has not yet had a significant impact on ad spend with
television network upfront markets. Sixty-two percent of those that
participate in TV upfront said online video did not have an effect on
their spend with networks, and only 15 percent said online video
decreased their network spend.
- Advertising industry leaders forecast expanded ad budgets across
online media as a whole. Average spending on online advertising, as a
percentage of the total media budget, is anticipated to increase from
15 percent in 2005 to 20 percent in 2006, and forecasted to reach 32
percent by 2010.
- New media platforms will get only a small percentage of online
budgets next year, with social media and video getting the top
percentage of spend.
- Paid search is set to increase from nine percent of the online budget in 2005 to 11 percent in 2006 and 23 percent in 2010.
- Display advertising is set to increase from 22 percent in 2005 to
28 percent in 2006, but will decrease by over half to 13 percent in
- Rich media will increase from 11 percent in 2005 to 13 percent in 2006 and 18 percent in 2010.
- The top five most successful digital media campaigns over the
last year were 1) Burger King; 2) Apple and Verizon (tie); 4)
Volkswagen and 5) Axe.