Ad spending in the US will increase by 2.6% in 2007, according to Merrill Lynch’s annual bottom-up analysis. The forecast covers the major advertising categories, representing over 60% of US ad spending. Merrill Lynch maintains its top-down US advertising growth forecasts (excluding direct mail) at 4.5% in 2006, but is slightly raising its 2007 outlook… Continue reading Online Continues To Blossom As ML Raises 2007 Ad Forecast
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Merrill Lynch (ML) is again raising its US online ad forecasts, to account for the third quarter IAB results and its own higher fourth quarter growth estimate. ML is now forecasting Q4 growth of 30% year on year, up from 27%, and full year growth for 2006 of 34%, up from 31%. For the full… Continue reading Merrill Lynch Raises US Online Ad Forecast
The owners of digital music players (DMPs) in the US represent an attractive audience for consumer electronics advertisers, according to new research from comScore Networks. ComScore says that 27% of all US internet users currently own one or more DMPs, with online DMP owners slightly more likely to be male (53%) and more than one… Continue reading Owners of Digital Music Players Have High Affinity For Online Shopping
A new study on product placement in the US from Nielsen Media Research has found that 57.5% of television viewers recognised a brand when viewing a product placement in combination with a commercial, as compared to 46.6% of those viewers exposed only to a commercial for that brand. Nielsen Media Research adds that the reinforcement… Continue reading US TV Ads Get 20% Boost In Brand Recognition From Product Placement
Most leading ad executives in the US expect a significant proportion of broadcast and cable TV ad dollars to shift to online video by 2010, with 33% predicting that switch will be between 10% and 19%, according to new research from the American Advertising Federation (AAF). In addition, 2007 budgets for online advertising are expected… Continue reading US TV Ad Dollars Expected To Shift Online
The top 200 brands in US measured media reached $24.73 million in the first half of 2006 following a 27.7% increase in media outlays on telecommunications brands, according to Advertising Age’s semiannual report. Advertising Age says that the strength of the top brands drove total US media spending of $72.98 billion, up 4.1% over first… Continue reading Telecommunications Dominates US Ad Spending
Merrill Lynch is expecting 1.3% ad growth in the UK this year, a slowdown from last year’s 2.5% growth. Meanwhile, a recent forecast from ZenithOptimedia downgraded expectations for 2006 UK advertising growth by 2.0% points, and also downgraded its expectation for 2007 by 1.1% points (see ZenithOptimedia Downgrades UK Ad Growth Forecast). In the US,… Continue reading Merrill Lynch Lowers Global Ad Forecast
Advergaming, using games to advertise or promote a product, is thought by large advertisers to perform much better than TV advertising, according to a new report from The Bridge. The report says that large advertisers like automobile manufacturers believe that advergames perform better than TV advertising because game companies give advertisers extra control compared to… Continue reading Game Advertising Could Perform Better Than TV
US online adspend growth rates are projected to reach 26.8% and 15.1% in 2006 and 2007 respectively, according to a new report from eMarketer. Even as spending growth subsides, continued positive gains are forecast to push US online ad spending over $21 billion in two years and past the $25 billion mark by the end… Continue reading US Online Adspend To Reach Over $21 Billion
The digital transition was a key focus for entertainment companies at the Merrill Lynch (ML) Media Conference taking place this week. Merrill Lynch said that the US advertising market appears to be relatively healthy, with political dollars being spent on the forthcoming senate elections at TV level, whilst News Corp suggested that the advertising market… Continue reading Media Conference Focuses On Digital Transition