Top 10 Online Advertising Predictions

Henning blogged the Top 10 Online Advertising Predictions from 24/7 and it includes some I most certainly agree with. The original report is here and following are some of my ideas:

1. Consumer-generated media will become increasingly attractive to advertisers: No shit, blogs and podcasting are sure to find some interest, and with PodShow pushing their 8 Million USD into Podcasting, we are sure to see some traction there. AdSense will likely continue to dominate Blogs, but we will see where it goes.

2. Advertisers shift spending to internet due to better controllability: Yep.

3. Online advertisers move away from high-profile, high-CPM ad buys towards better targeting: This kind of reads like “yes, the prices were too high”. Sure. They were.

4. Technology and better data access will transform online advertising success to a formulaic equation: Yep, at least partly, and AttentionTrust might help to get the data out there and consumers aware of its value.

5. Performance-based pricing models will demonstrate the true value of search engine marketing (SEM) as a lead generation channel: Yes and no. Lead generation is like an intent funnel. A click in a search engine is a click of the right intent as some might say, and in a content network this is not necessarily the case. Taking it one step further, a lead is a clearer intent than a click and this can apply everywhere, also a content network. In this sense, lead based advertising can go a very long way. If it’s trackable, it will be tracked. Lead based advertising is something that I truly believe in, which is why I founded a company in the space, after already having build the technology behind one of the biggest performance marketing networks in Germany. More to come.

{Advertising, CPL, 24/7 RealMedia, Podcasting, Podshow, AttentionTrust}