Razorfish finds TV goes Digital & Social Mainstream
We just published our 2009 Digital Outlook Report this morning. This is the fifth year that we're publishing the report and the findings are culled together by aggregating our media spending patterns across advertisers around the country. The report also includes insightful, thought provoking articles on the future of digital. Here are some highlights:We are in the second year of a major shift away from portals toward niche targeting over a wide array of media choices. This fragmentation reflects a trend in consumers' media consumption behavior toward "snacking" on a wide array of digital content. Although scale is still important, the media choices available that deliver breath and depth outside the portals continue to rise.
Advertisers continue to support search because it delivers a stronger ROI than many other tactics, especially in an economic downturn. We don't think search is recession-proof though, and do expect some budget tightening in 2009.
There was significant increase in paid search this past year; it grew from 31% of total ad spending in 2007 to 36% in 2008.
Television is undergoing a fundamental shift - it is going digital in all aspects and is becoming more niche in terms of both audiences and programming.
A long tail of television is emerging as audiences are increasingly dividing their time between computer screens, TV sets, mobile devices, gaming systems and set-top boxes. This will cause both content providers and marketers to reinvent the way they present content and experiences.
Social media and Social Influence Marketing™ exploded this year partly due to the economic downturn. Consumers began losing faith in large institutions and experts and turned to each other for advice. Marketers embraced SIM this year too because it's a very cost-effective means of reaching their customers.
We predict "your CEO will join Facebook" this year. The traditional C-Suite is finally responding to the pressure that social influencers have on their brands, and they're getting onboard. The ability to measure the value of social influencers is also expanding with the introduction of technology like our proprietary Generational Action Tags.
Social media advertising will finally hit its stride in 2009 as advertisers figure out better ways to embed social media into ad units. Display advertising on the web will begin to regularly incorporate widgets and user-generated content.
Retailers need to create a shopping experience in their brick-and-mortar stores that delivers the same level of personalization and service that customers receive online by deploying modern tools such as digital in-store signage, coupons delivered via mobile devices and interactive store floor plans and merchandise directories.
What do you think of these trends? Do they resonate with you and your business? You can download a PDF of the report and view the graphics on Flickr.
Follow me on Twitter (@shivsingh) for more insights on digital strategy and social media.
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