Senior Editor in Charge of Adotas, Sarah Novotny summarizes key future
trends in Online advertising as predicted by Dilip DaSilva,
Exponential’s founder and CEO. Excerpting from the summary, Novotny
says there are six key trends identified in this release.
Center for Media Research – Daily Brief
1. In a
world where nearly everything can be anonymously known about a
registered user on a large site, marketers are making full use of the
data to deliver on the promise of 1-1 marketing. Online advertisers wil
create highly customized and immersive marketing experiences, fully
leveraging the most up-to-date data from their databases.
While user generated content (UGC) is inappropriate for most major
brands, we’ll see more professionally-produced viral campaigns that
capitalize on this genre, says DaSilva. With no standards, and lots of
different players and technology, video buys are still incredibly labor
intensive, and often require site-by-site exercise he says. Brand
advertisers are clamoring for an affordable, brand-safe environment
with the ability to target audiences with video.
content is very expensive, and serious questions are emerging about the
level of intrusiveness of running pre-roll. Professionally produced
content affords a better value but is more difficult to find at scale.
Overlay advertising will likely become the preferred solution, DaSilva
anticipates, when it comes to monetizing the large volume of user
generated video content, whereas pre-roll will continue to be tolerated
in front of high-quality content.
2008 is the year when we finally see a viable, truly local solution for
local advertisers. The breakout leader in the online local space will
be the company that provides the best user experience and repeat users,
“without consumers being bombarded with national ads when they are
looking for a local sushi restaurant.” says the release.
believe, reports DaSilva, that “vertical local” will play a vital role,
becoming even more granular, or “hyper local,” with legal, travel, and
home services playing an important role as well. The release notes that
Yellowpages.com and Superpages tend to attract the users who are
searching for more services.
CPC (cost-per-click) display” will evolve to be a major factor in 2008.
This means local users on a national site will be shown display ads of
local businesses in their area that are relevant to their interests,
using data from the display network. These ads create a greater CTR and
also the opportunity for local businesses to advertise on sites that
they could not have accessed in the past.
As more advertisers launch online branding campaigns they increasingly
want more metric feedback on the effectiveness of their online
marketing efforts, beyond clicks, both to justify spending on the web
and to help guide their future media allocations.
the shift of TV to online, the industry has no choice but to embrace
the emotional selling proposition where the emotional values becomes
critically important in the buying process. This change will enable
online buying to shift from a transactional strategy to an ongoing
source for influencing the customer in different stages of the purchase
While the technology of computers acting as intelligent agents has
largely lived in the research arena, it is now making its way into
mainstream applications. (Some Online marketers) are now deploying
applications that “learn,” enabling users to structure and share the
richness of their online experiences.
2008 will see the increased popularity of Virtual Worlds. Users will
increasingly shift towards specialty worlds more closely associated
with their lifestyles or interests. This will be an opportunity for
marketers to create whole worlds around products, or to customize
environments inside specialty virtual environments.
can create branded environments and even brand accessories. For
example, Coke Studios is an online community with millions of users
creating customized music mixes that can be shared and rated by others.
concludes that “These are a few of the key topics we think will be
consistently discussed during the conferences and industry events in
For the complete prediction summary, please visit Adotas here.