Parks Associates Blog

Wednesday, February 17, 2010

Parks Associates forecasts advanced TV, mobile advertising, and social networking to lead long-term recovery in U.S. ad spending

Targeted and interactive TV advertising will lay the foundation for the long-term recovery of U.S. ad spending, while spending on broadcast network TV will return to pre-recession levels in 2010, leading the more immediate recovery, according to Advertising Outlook: Shifting Dollars.

This new report from international research firm Parks Associates features a survey of U.S. advertising and media executives and found this group optimistic about 2010 ad spending as well as the long-term impact of advanced advertising formats. A majority would pay a premium for addressable TV ads, with almost 40% willing to pay upwards of 20% more over traditional TV ads.

Addressable TV ads, defined as TV commercials delivered via set-top box to viewers targeted by demographic information, viewing interests, or geography, represent a small portion of current ad budgets but will command higher premiums as more digital TV service operators add addressability within their offerings.

Advertising Outlook: Shifting Dollars also found almost 60% of media decision makers expect spending increases in broadcast network TV in 2010 and over three-fourths expect a budget increase for social networking advertising. Spending on all major mobile advertising formats will likewise increase, with branded microsites, mobile video, and text messaging expected to reap the largest year-over-year percentage gains.

For the full press release, click here.

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