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Global Advertising Network Gourmet Ads Spots Advertising Trends for 2012
Dec 28, 2011 (11:12 AM EST)
Coming Year Will See Data-Based Media Buying, More Contextual Ads and Better Use of Mobile Advertising
NEW YORK, Dec. 28, 2011 /PRNewswire/ -- Online advertising took significant leaps forward in 2011, and, riding a wave of technological advancements and savvy companies looking at not just click-through rates but actual visitor engagement, should continue to generate positive brand awareness in 2012, according to global food advertising network Gourmet Ads.
"For the past four years, I've looked to the future trying to predict what the advertising landscape has in store for us. While some of my predictions have been wrong, looking back I think for the most part my advertising trends predictions have been on the money," says Benjamin Christie, Gourmet Ads' founder and managing director. "This is what I see coming in 2012, based on our own company's experience."
Media Buying with Data
Mobile Advertising to Grow
Christie expects to see better-quality mobile advertising in 2012, that goes well above the text ads that are still the main type of creative used on mobile devices.
Real-Time Bidding Budgets to Increase
Why the huge recent growth in video advertising? For one thing, it's very similar to buying television, and advertisers and their agencies understand how to buy TV media. Also, engagement rates are consistently solid (notice I didn't mention click-through rates). Creative is rather standard now. Most video advertisers are using a 15 or 30 second pre-roll video together with a 300×250 Companion Ad using either VAST or VPAID formats. We've also seen in 2011 more non linear advertising solutions come to market.
"For Gourmet Ads, video advertising was the fastest growing section of our business in 2011. We've seen huge demand from advertisers and we don't think this will subside anytime soon. That said, there are still lots of challenges for video. Lack of quality video inventory is one. We've worked hard to build a large collection of cooking videos on Tastydays.com. Secondly is the technical requirements needed to set up a publisher to accept video pre-roll ads. We have made some great progress with our own video hosting platform for publishers, but more education is required."
The 300×600 Ad Size
"Over the past six months we've slowly started to see more advertisers ask for the 300×600 size and given the great performance of the unit, we believe that 2012 will see more advertisers using this size.
Vertical Ad Networks will Continue to Grow
"Many in the digital press predicted that vertical ad networks will die a slow death, which really surprises me. From our perspective, they are very much alive and kicking. We've seen amazing growth again this year and are expecting continued growth in 2012. In talking to my peers at other vertical ad networks, all report solid growth and revenues. Gourmet Ads in 2011 strengthened our inventory by investing in RecipeBridge.com, and I know other networks have been quietly acquiring more web properties and inventory which they can call their own. So I'm predicting vertical networks will continue to grow in 2012."
CPG Brands to Increase Budgets
"We predict that in 2012 we're going to see smaller to mid-sized companies move to online, where they can easily compete with large FMCG (fast-moving consumer goods)/CPG companies, possibly more so on a localized/geo-targeted basis."
Contextual Advertising for Food Advertisers
"An example of contextual advertising would be a seafood company running a campaign for salmon and only advertising on pages where salmon was being featured, say in recipes for smoked or grilled salmon. It's relatively easy for a single site to provide this type of targeting, but we're working on being able to target contextually against videos with pre-roll video advertising. The challenge has always been one of lack of contextually targeted inventory available.
"Ringing in 2012, we predict that companies will use contextual advertising for part of their media plan in two ways. First, they will allocate 10-20 percent of the media plan's budget to contextual advertising to ensure the plan remains relevant, then use retargeting and then general run of food. And secondly, they will book a six- or 12-month media plan to "own" the term, i.e. they will own "salmon recipes" much like a sponsorship-type investment, changing the ad creative when required."
About Gourmet Ads
SOURCE Gourmet Ads