In my last post, I said there might not have been a huge dominating story that defined 2009 in digital marketing. After all, ad spend growth was minimal, total audience growth was minimal and platform growth was not dramatic despite the continued but predictable growth in mobile.
The story of 2009 was not a dramatic one, though as I previously wrote it's tough to ignore the impact of NBC/Comcast. The story of 2009 is a continuing saga, specifically the improvements on basic audience targeting such as semantic targeting, contextual targeting and some different spins on buying them such as real-time bidding. At FOX, we have been a leader when it comes to targeting and we have incorporated these updates into our platform at a pace that allows our advertisers to keep pace with them. The story, and it is significant, is about that pace. I have noticed an acceptance of targeting as a strategy and an urgency toward adopting it. This will continue to attract big brands, bigger budgets and consistent revenue streams that will feed the biggest story of 2010: Record internet revenue growth.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment