Approaches

BT_Insight

Forecast for Online in 2008

December 09, 2007

Posted by: Peter Platt in Online

Just returned from the iMedia Summit in Palm Springs, and there were 2 themes that came out as the hot opportunities in 2008.

First was Behavioral Targeting (BT). While BT has been around and available for a long time, it’s now a core offering from almost every publisher and site opportunity. BT provides great benefits to clients from a response perspective, but at the same time needs to be implemented carefully to avoid any privacy concerns. We plan to recommend BT to many of our clients this year, but always ensuring to do so when we’re confident our media partners are focused on ensuring privacy.

Second was user generated content (UGC) and social networking. The trends in this space are too huge to be ignored. Many of our clients have avoided UGC over the years due to the lack of control of surrounding messaging. However now that the audiences for this content are so large, we plan to take a much closer look at these opportunities and will likely start being added to our recommendations in 08.

One final note, is that mobile advertising still seems to be on hold. Stealing a line from the folks at the Upstream Group...mobile advertising is a lot like professional soccer in the US. Everyone is aware of it, but we’re still waiting for it to catch on.

If you’d like to learn more about where online is headed in ‘08, shoot me an email or give me a call 585-473-3740 x114.