Entries Tagged 'Gartner' ↓

It has been a week of digesting many of the latest papers and data points from IDC, Forrester, and Gartner. Since, I have shared some Forrester and Gartner updates I thought I should post on IDC’s latest figures about Internet advertising revenue which project a doubling from $25.5 billion in 2007 to $51.1 billion in 2012. That will make the internet the #2 advertising medium in five years, growing about eight times as fast as advertising at large. This will make the internet bigger than newspaper, cable TV, broadcast, and second only to direct advertising.

Video advertising will be the principal disruptor of Internet advertising during this time, as its revenue grows sevenfold from $0.5 billion in 2007 to $3.8 billion in 2012 at a compound annual growth rate of 49.4%. Brand advertisers will shift significant amounts of money into video commercials, primarily from broadcast television and to a lesser extent from cable television.

IDC concludes that

• Search ads will remain at the top of the Internet ad hierarchy with revenue at $10.4 billion last year, reaching almost $18 billion in 2012. IDC believes search, now having almost 41 percent of the market share, will have just above 34 percent by 2012.
• Online video ad spending will grow from about $500 million in 2007 to $3.8 billion in 2012 and its Internet advertising share will expand from 2 percent to 7.4 percent.
• Referral and lead-generation services will see the second strongest market share gain, says IDC. Revenue from referral and lead generation services will grow from $2.3 billion in 2007 to $5.9 billion in 2012.
• Mobile advertising will also show robust growth but the segment will still have “just shy” of 1 percent of the overall online ad market by 2012.

Amazing projections, let’s just hope that brands and their agencies are listening to this and paying attention to the consumers that are consuming it.

Blake Cahill

Visible Technologies

Toby Bell, a leading analyst at Gartner Research, has just published a great new paper entitled “Policies and Procedures to Manage Enterprise Internet Reputation“. The Gartner team refers to the space EIRM or Enterprise Internet Reputation Management, which entails both search as well as social sites that can have an impact on corporations and brands. Although, that term is unique to Gartner others in the space like Forrester, Aberdeen, and IDC have dedicated analyst’s leading practices in this area as well. Toby lays out some ground rules and steps that organizations should be actively putting in place to understand and interact with search and social media conversations that consumers are having. I strong encourage brands to take a look at his findings, recommendations, and steps to enlightenment.

Some of the key findings:

- “Social media is an unfamiliar territory for enterprises, with very different rules for engagement”

- “…Social media blurs the demarcations between public and private information, increasing the likelihood that consumers will unintentionally or negligently say publicly what they meant to say privately”

- “Time scales on the internet are more compressed and the implications of a negative event can be far-reaching”

Net-net is that organizations need to understand this medium and have a plan for understanding, interacting, and engaging with consumers that are already talking about them.

Blake Cahill

Visible Technologies