Bruce Springsteen wrote this song, The Rising, in the wake of the September 11 terrorist attacks in 2001. He wrote it as a message of survival and hope. But we can apply this same message of hope and determination to our situation right now… as we face the challenge of our current economy.
Digital Marketing Now Geoff Ramsey
The Rising Can't see nothin' in front of me Can't see nothin' coming up behind I make my way through this darkness I can't feel nothing but this chain that binds me… …On my back's a sixty pound stone On my shoulder a half mile line Come on up for the rising Come on up, lay your hands in mine. — Bruce Springsteen
Media Spending??? Robert Coen MAGNA Global “ The outlook is not good.”
Media Spending Growth in the US First Half 2008 -1.6% 0.7% 1.6% Oct. 2008 ZenithOptimedia -0.8% -0.8% Oct. 2008 Wachovia -4.0% -1.3% Oct. 2008 Myers Publishing 3.1% 2.0% July 2008 MAGNA -6.0% 2.5% Oct. 2008 UBS 0.0% 2.0% Sept. 2008 Jeffries & Company 1.1% 1.9% Aug. 2008 eMarketer 3.1% 2.1% Aug. 2008 Carat Insight 1.9% 1.8% July 2008 BMO Capital 3.6% 3.7% Aug. 2008 Bernstein Research -5.5% -3.6% Oct. 2008 Barclays Capital 2009 2008 Date
53% of US marketers expect reduced ad budgets over the next 6 months (July/Aug ’08) Source: Association of National Advertisers, July/August 2008; among 100 ANA-member marketers Epsilon (Summer ’08): 65% MarketingSherpa (Sept ’08): 70% MarketingProfs (Oct ’08): 31% say they’ve already cut!
What are marketers seeing for their traditional media budgets? 48 % will cut — MarketingSherpa, Sept. 2008 (n = 400 large companies) 59 % will cut — Epsilon, Sept. 2008 (n = 175 CMOs and senior marketers) 85 % will cut — MarketingProfs, Oct. 2008 (n = 600 marketers) “ Where’s the growth?!?”
US online ad spending growth for 2008 Source: eMarketer, Nov. 2008 15.2% growth in 1st Half, per IAB 15.0% growth for Microsoft in Q3 22.0% growth for Google in Q3 Double-Digit Gains
US online ad spending growth for 2009 Source: eMarketer, Nov. 2008 ??? ???
US online ad spending growth for 2009 Source: eMarketer, Nov. 2008 Double-Digit Gains
% of marketers planning to increase their online ad budget – despite the recession *63% of (175) CMOs said they had increased their online budgets in the past year N = 333 N = 1,811 N = 400 N = 175 N = 600 55% of global marketing execs plan to cut spending on traditional media in order to fund increased online efforts (June 2008) Over 70% of global marketing executives today believe online will determine how major campaigns are planned and executed Over the past 18 months, ROI for online has surpassed that of broadcast!
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