A 'brand' new day for online adsThe podcast |
Deloitte global podcasts
A 'brand' new day for online ads
To use our embedded media player, please install the latest version of Adobe Flash Player. You can also download the podcast file.
The advertising market is set to expand across the board in 2012 but the online branding segment is set to outpace the traditional and online markets in terms of growth. While the overall advertising sector will grow 5 percent, online branding will expand 50 percent to US$20 billion as more companies look to digital to build the long-term value for their brands. More sophisticated methods for measuring the success of online branding campaigns - such as Real Time Bidding which allows companies to specify exactly where and in what context their ads will appear - have transformed digital marketing campaigns from its humble beginnings of banner ads. Advertisers have also increasingly turned their efforts to tailoring adverts specifically for the online world via videos and social media campaigns although companies will need to develop new skills as the prominence of digital branding increases.
Podcast highlights:
- How does online brand advertising differ from other forms of traditional and online advertising?
- Will developments in metrics tracking contribute to growth?
- Does this prediction hold true for all types of businesses?
Guest:
Duncan Stewart, Director of Deloitte Canada Research and co-author of TMT Predictions
Host:
Stephen Heasley, Global Online Communications, Deloitte Touche Tohmatsu Limited
Related Content:
TMT Predictions 2012
Explore all the predictions.
