Archive for the ‘Metrics/ROI’ Category
Good News for Custom Media even in the Recession
21 Nov 2008
by admin
There’s good news for Custom Media at this weeks ABM Top Management meeting in Chicago. On Tuesday, John Suhler of Veronis Suhler delivered a keynote presentation on B2B spending over the past ten years and projected through 2012.
In 2008, B2B revenues are expected to reach the following levels:
Advertising $212 Billion
Target Marketing $231 Billion
End User $206 Billion
Institutional $226 Billion
Advertising revenues continue to fall rapidly as B2B marketers continue to shift expenditures into Target Marketing and Institutional channels. Custom Media is a prime component of target marketing and it is projected to continue its growth trend even through the current recession. Institutional revenues (publishing and information paid for by companies, i. e. subscriptions) is projected to see the greatest growth.
Four Change Drivers are accounting for the ongoing shift in B2B spending:
1. Enhanced Connectivity includes increased broadband as well as mobile (Blackberry, IPhone, PDA’s)
2. Technology advancements leading to easier cross media integration and user engagement ( rich media, social media and community)
3. Fragmentation of Media (cable, custom media, digital, satellite, events)
4. Accountability and ROI due to the need to prove effectiveness and the measurement capability of digital
Each of these change drivers strengthens the case for custom media to flourish for those B2B publishers who commit the resources to offer the right targeted solutions to their clients. Exciting times for us in custom media!
