AdweekMedia’s Media Outlook for 2011 shows that spending in the coming year will likely hinge on three factors: Media innovation, marketing wars in several sectors and how many cars people buy.
Media technology will advance digital advertising in the form of more sophisticated demand-side platforms and exchanges. Experimentation with new display forms will also appear and perhaps even move the needle toward a greater balance with the search ad business. In print, tablet publishing will continue to hold promise for the challenged magazine industry. The iPad will have fresh competition, which will greatly broaden the overall tablet audience. Publishers have moved to reposition themselves for this sea change and expect spending on tablet advertising will begin in earnest in 2011. In the out-of-home sector, digital billboards, placed-based advances and increasingly sophisticated measurement are expected to grab buyers’ attention in a bigger way.
Continues at: AWM Media Outlook 2011.
