Media Lounge Emarketer Presentation 032708

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Media Lounge Emarketer Presentation 032708

  1. 1. eMarketer The Changing BT Landscape Trends & Traps ValueClick Media Media Lounge Chicago, March 27, 2008 David Hallerman Senior Analyst [email_address]
  2. 2. Internet & BT Spending
  3. 3. US Internet Advertising Spending , 2006 - 2012 (billions) Source: eMarketer, March 2008
  4. 4. US Behavioral Targeting Ad Spending, 2006 - 2012 (millions & % of Internet total) Source: eMarketer, March 2008 2.1% 2.7% 3.4% 4.2% 5.3% 7.1% 9.4%
  5. 5. BT ad spending growth will be far stronger than for total Internet advertising… Source: eMarketer, March 2008
  6. 6. Tactics marketers say will get budget increases of more than 5% in 2008 Source: MarketingSherpa, ad:tech, February 2008 % respondents, Dec. 2007
  7. 7. Perspective…
  8. 8. US Digital Spending, Revenues, Sales, 2008 (millions) Source: eMarketer, 2007-2008
  9. 9. US Digital Spending, Revenues, Sales, 2011 (millions) Source: eMarketer, 2007-2008
  10. 10. Viewing the BT landscape … <ul><li>Marketers want the relevance </li></ul><ul><li>Publishers want further revenues </li></ul><ul><li>But…tracking data is still evolving </li></ul><ul><li>But…biggest advertisers conservative </li></ul><ul><li>Privacy ???s: individuals & government </li></ul>
  11. 11. US marketers say, “BT among most important tactics ( online or offline )” % respondents, 2007 Source: IAB, ANA, Booz Allen Hamilton, October 2007
  12. 12. Most ad execs agree: “Long tail always existed, technology makes it easier …” Source: MediaPost, Dynamic Logic, March 2007 % respondents , Mar. 2007
  13. 13. Problems with Web analytics make ad tracking somewhat problematical % respondents, Apr. 2007 Source: WebAnalyticsDemystified, June 2007
  14. 14. US marketers say, “Personalization top marketing trend, but basics rule !” % respondents, Oct. 2007 Source: Anderson Analytics, November 2007
  15. 15. Budget share that ad execs reserve for new media properties and experimentation Source: AAF, February 2007 % respondents, Jan. 2007
  16. 16. Largest US advertisers still (mainly) put small share of spending online * Source: Advertising Age, TNS, June 2007 *display advertising, 2006 3.1% share among top 100
  17. 17. Sir Tim Berners-Lee Creator World Wide Web “ If you want to use it [ my Web history ] for something, then you have to negotiate with me. I have to agree , I have to understand what I’m getting in return.”
  18. 18. US consumers say, “ Not comfortable with being tracked online” % respondents, Feb. 2008 Source: TNS, TRUSTe, March 2008
  19. 19. Jon Leibowitz Commissioner Federal Trade Commission “ When you’re surfing the Internet, you never know who is peering over your shoulder or how many marketers are watching.”
  20. 20. “ Thank You! ”
  21. 21. About eMarketer <ul><li>Our expertise lies in gathering the vast volume of available information related to online marketing, e-business, and interactive technologies . We currently aggregate information from more than 3,000 worldwide sources, and objectively analyze it for companies to use in making business decisions. </li></ul><ul><li>We turn this information into intelligence through several products : </li></ul><ul><ul><li>eMarketer Analyst Reports (80+ released per year) </li></ul></ul><ul><ul><li>eStat Database; an online database featuring over 50,000 daily updated charts, and articles </li></ul></ul><ul><ul><li>The eMarketer Daily Newsletter </li></ul></ul><ul><li>Visit us online at: www.emarketer.com </li></ul>

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