Posts Tagged ‘eMarketer’

Be honest: do you really pay for content? Here’s the truth that nobody wants to believe.

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Okay, the deed is done: online has finally beaten print. The advertising dollars have been counted, and it looks like bits and bytes are prevailing in 2010, though the margin is slim. According to research from eMarketer, writes Peter Kafka of AllThingsD, web advertising spend is poised to hit $25.8 billion in 2010, while newspaper ad spend will reach $25.7 billion. Interestingly, $3 billion of the 2010 newspaper take is actually online.

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A new report published by eMarketer today suggests that one of the best ways brands can capture the attention of internet users is by “providing relevant news and analysis” as well as providing “new ideas and thinking”. In other words, brands need to educate the user. By providing educational content, the theory is that internet users will reciprocate by providing support to the brands that educate them.
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In its new report, “Mobile Music: Ads to the Rescue,” eMarketer forecasts that mobile music revenue in what it dubs the “EU-5″ countries – France, Germany, Italy, Spain and the UK – will top $1.4 billion by 2012, up from $267 million last year. Out of that total, the market research firm expects $170 million to come from ad-supported music, a segment that only contributed $4.6 million in 2007.

According to the report, marketers will account for a greater proportion of that overall spending as the ad-supported model for mobile music gathers steam.

“Mobile works better as a marketing and customer relationship platform than it does as a retail sales platform,” said eMarketer senior analyst and report author John du Pre Gauntt. “Bands and artists are increasingly using mobile to form direct relationships with their fans, which are then monetized through other means, such as tickets to live shows, merchandise and fan clubs.”