** Updated click to read – > Advertising Trends 2012 **
10 Advertising Trends for 2009 from Gourmet Ads
Recently I sat down with Mark Pollard and during the discussion he pointed me to guest blog he did over at Talking Digital Blog called 9 trends to look out for in 2009. This is one of a few industry players who’ve written their opinions of 2009 and the trends. Make sure you check out them here.
Inspired by Mark and the team at Talking Digital Blog, I’ve written my Advertising Trends for 2009. Mine aren’t as wide reaching as the ones on Talking Digital. I’ve tried to keep them related to the space that Gourmet Ads works in (food, wine and beer advertising) as well as reducing the focus on the downturn in economy.
So here are my 10 Advertising Trends for 2009 ;
1. TV Budgets going to Online
Advertising budgets allocated for TV & Print will finally begin to be allocated to online. Ok, so everyone says this from year to year, but 2009 will be the year. This will be mainly driven by company management who will be required to show a return on investment in advertising during the economic downturn. Stupid and willy nilly advertising spends that can’t be measured will be the first thrown out the window.
2. Testing (or smarter media buying)
This is something that’s we’ve seen as a company during the 4th Quarter in 2008. Savvy media buyers are not just buying huge media buys upfront for their clients. Media buyers have been buying small campaigns of say $5000 with a series of different creative to see what best performs on a network. Once they know what creative works with a given audience, they’ll do another media buy which they know will perform as they require. I think given the economic situation we’ll see more testing campaigns during 2009, especially for companies that are advertising online during 2009 for the first time.
3. FMCG & CPG will embrace online
FMCG & CPG companies have for a long time resisted moving their advertising online. This is because they’ve felt it’s been difficult to reach consumers. Research has shown that in economic downturns consumers tend to buy “no name” or “private label” products to save money. Companies like Kellogg’s who’ve been through a number of recessions actually increase their advertising to ensure that their brands are top of mind when consumers are in the supermarket or grocery aisles. With this in mind I think we’ll see companies companies in the food space like cereals, pastas, tinned foods etc as well as dishwasher and cleaning goods start to advertise online in 2009.
4. Companies Buying Direct
In an effort to save money, medium sized businesses will start buying their advertising directly and avoid advertising and media buying agencies. Even though the majority of Gourmet Ads advertising campaigns come from advertising agencies and will continue to be, I think during 2009 (particularly though the 3rd Quarter) we’ll begin to deal with more companies direct.
5. Advertising doing Discounts & Coupons
No brand wants to be known as a “discounter” but given the state of the economy brand advertisers will begin running advertising with discounts, offers and deals. Companies that need to track ROI will also begin using or offering online coupons for consumers to print for redemption in supermarkets and grocery stores. This wont be something that is restricted to CPG or FMCG products, we’ll see it across a range of industries.
6. Less creative more straight to the point advertising
There is a lot to be said for actually saying what the deal is with the online advertising twisting, rotating, spinning or rolling. Related to my 2nd point above about testing, I think you’ll see more advertising that just gets to the point and says the message.
7. More companies hiring Online Marketing Managers
As companies finally decided to embrace online they’ll begin to need internal experience to either work independently of agencies or work in tandem. We’ve already seen a number of out clients in the 4th Qtr hiring Online Marketing Managers or Interactive Managers to take the pressure off the marketing manger. Not only will Online Marketing Managers be responsible for media buying and planning, but they’ll be responsible for strategising and ensuring that their product is translated to online to drive brand awareness and sales.
8. More Vertical Ad Networks
Throughout the US there are Vertical Ad Networks covering nearly ever niche. During 2009 I believe there’ll be a number of Vertical Ad Networks just like the Gourmet Ads network pop up all over the world providing advertisers a smarter avenue to reach their target markets. We’ve already seen in Australia, AdTorque which is another Adify powered automotive network. I predict that travel, finance, business, IT and other niche areas of will become a focus. With this increase in Vertical Ad Networks, we’ll also see advertising agencies understand the difference between Vertical Advertising Networks and Horizontal Advertising Networks, something that some agencies battle to understand.
9. Google will begin to acquire vertical advertising networks
I don’t think I need to add any more comments here…
10. Gourmet Ads launches new verticals networks
As mentioned in our 2009 media kit, we’ll be launching three new verticals during 2009. These will in BBQ, Restaurants and Coffee.
We’d love to get your feedback on some of our 2009 Advertising Trends.