The survey published lately by MarketingSherpa reveals the advertisers budget shares spent on different kinds of online promotion for the previous year along with their plans on online spends for year 2007. Observing the charts and comparing the data we could get to know the latest “fashion” trends of online advertising. And this should be really exciting as the 332 world’s biggest advertisers report the increase of their online spends up to 49%. So what their major efforts were focused on the previous 2 years and what are their plans for 2007?
A huge growth in ROI (12%) is mentioned in 2006 compared to 2005 for advertising dollars spent on search engine optimization (SEO). No wonder advertisers are planning a 25% raise of budget spent on SEO in 2007. Reach media ads are reported as the least effective tactics of online advertising with a 10% decrease in ROI compared to 2005. However, it doesn’t affect the plans to raise the budget with 25% this year.
|
Online Advertising Strategy |
ROI in 2005 |
ROI in 2006 |
Budget Increase Plans for 2007 |
| SEO | 33% | 45% | 25% |
| SEM | 52% | 49% | 34% |
| Emails (in-house lists) | 47% | 47% | 27% |
| Emails (rented lists) | 10% | 11% | 10% |
| Rich media ads | 38% | 28% | 25% |
| Contextual targeting | 31% | 29% | 22% |
| Banner ads | 14% | 12% | 20% |
| Behavior targeted ads | 36% | 34% | 18% |
| Affiliate marketing | 29% | 25% | 14% |
Among the most popular online advertising “fashion” trends of 2007 the following are reported:
· Adding RSS feeds
· In-house blogs
· Ads on the 3rd party blogs networks
· Video ads
· SEO
Investing money to ads in RSS feeds, in-house podcasts, product placement in video ads and sponsoring podcasts will be considered if not mauvais ton then a waste of advertising money.
Though, the charts above and the results of survey conducted are rather precisely adjusted marketing techniques then some fashion laws or trends!
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