The figures of a report by PricewaterhouseCoopers called “Global Entretainment and Media Outlook for 2010 to 2014” match the data from another study by David Hallerman, senior analyst at eMarketer.
“Steady gains in online ad spending will mean an additional $11 billion flowing into the space over the next four years, increasing the Internet’s share of total media ad spending from a bit more than 15% in 2010 to over 20% in 2014”, reported eMarketer.com.
eMarketer’s online ad spending projections are also supported by strong search spending, fast-growing outlays on online video advertising and steady spending on banners.
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A great concern for marketing chiefs is how to measure the return on investment of online advertising, especially brand impact.
When reviewing result data of online advertising, one must separate its two basic components:
• Was the target market successfully and effectively reached?
"Users of the microblogging network do not represent real-world consumers ."
Although the network has now reached 230 million users, experts are warning that they are not a fair sample of the population to which companies want to target their advertising messages.
"Twitter is a place for people addicted to their digital devices, who are terribly worried about missing out on the latest tweet by Edward Snowden and are faithful believers that the world is interested in reading all of their publications.
Via the web, sales of exports in niche markets that are costly and very difficult to reach through traditional media can be successful.
The potential of the web as a tool of marketing and sales is not taken advantage of by small businesses. Without incurring excessive costs, small businesses can mark their presence on the Internet and showcase their products in a global manner.
The first quarter century of our lives is a clear frontier in how we behave, and must be taken into consideration when designing advertising campaigns.
A study by Retrevo, which attempted to establish if Social Networks can become addictive, also confirmed large differences between people under and over 25 on how they relate with general media and social media.