Predictions regarding media, ad, and content trends in 2010 were recently put together by national (U.S) multi-platform media firm Cross MediaWorks’ CEO Marc Krigsman (formerly EVP of Primedia Digital Video) and COO Larry Rubin (formerly SVP, Business Development, USA Networks and Vice President, Associate General Counsel – Transactions, Viacom) based on their industry experience. They foresee:
· An improvement in ad spending in 2010, especially by the automotive, financial, and healthcare industries. However, spending will not return to pre-downturn levels. Overall, they think it will be a conservative year with conservative growth as companies concentrate on fine tuning their messages.
· There will more emphasis on measurement in performance in 2010 with data being incorporated from other areas such as shopping carts, social media, and credit-card data.
· Advertising on both broadcast and cable television will remain the most cost-effective option for advertisers; viewership for both will continue to increase in 2010.
· Spending on online and mobile will not get ahead of television for at least eight to ten years.
· Smartphones like the iPhone will continue to pave the way for content platforms to emerge that will drive more users to mobile sites; however, what is considered a valuable mobile ad will remain undefined until that happens.
· In the coming year, there will be a greater emphasis on “active eyeballs” as opposed to passive eyeballs” with regards to online advertising and online ads will get more visual, include multimedia.
· Video content available online will have to move to a subscription model or one with more advertising as “media comes at a cost. In television’s early days, for example, entire programs were paid for by an advertiser like “Texaco Star Theater.”
· The Web can’t yet deliver a video product comparable to HD and the top-trafficked Web sites are informational; consumers continue to go to the Internet to look for information about their bank, their phones, etc.
Headquarted in New York City, Cross MediaWorks (www.cross-mediaworks.com) manages an array of media on a targeted and measured basis. Key segments of Cross MediaWorks’ business include representation of linear and unwired networks, long-form and short-form broadcast, satellite, and cable inventory as well as video-on-demand and on-line properties. In addition, CMW provides a full array of creative services and “go-to-market” strategies for companies in a variety of industries.