Here is an interesting article that I came across. The article takes a look at the forecast for online advertising for 2010. You can read the full article and we have also listed some high level insights below:
- Senior Analyst David Hallerman suggests that more marketers will embrace online video advertising, and that more sites will support the growth of video.
Ad Targeting and Privacy
- With the main stream availability of consumer behavior online comes more scrutiny about privacy policies: What this means to us is users are becoming aware of ad-blocking software or add-ons and more deletion of cookies that makes the availability of what you’re doing, where you’ve been, and where you go online a lot harder to companies to gather.
- On the government side there is potential for more federal legislation limiting website tracking
- Again what does that mean: in order for search engines to get ahead of this legislation there needs to be a greater deal of transparency
- In 2010 we should start seeing websites letting users know what data is being kept about them and give them access to remove themselves
- Ultimately publishers will need to come up with better trade-offs if they want to garner any information from an individual
- Social sites and video results is something to change in search. You will start seeing more of these results as part of general search queries.
- Advertising is also predicated to continue increasing as we come closer to 2010
- 2010 spend = $11.4 billion
- 2011 spend = $12.2 billion
- 2012 spend = $13.6 billion
- 2014 spend = $15.8 billion
Internet Users and Usage
- As we move into the new year internet usage is predicated to increase as the ease of accessing the internet continues to grow with the use of laptops, smartphones, and gaming consoles.
- It is predicated that we see the most change within the adults ages 55 and older, who are now discovering social networks.
- Number of internet users will begin to stabilize, as penetration reaches 66% of the US population, or 205.3 million people.