Doug Stevenson, the co-founder and CEO of Vibrant Media, offers predictions for the online advertising space in 2011. This is a recap, and I've cut a couple of predictions, but the ones that are here are worth reading.
FYI - online ads according to e-marketing sources are expected to grow 10.5% in 2011 and reach $40.5 billion in 2014.
1. More advertising integration with content. It's all for sale, pity the poor real journalists. Look for more convergence of content and advertising to continue in 2011, with branded utilities such as listings, live sports scores, weather, search results, Twitter, etc.
2. DON’T follow me. Remember the do not call list? Expect an online equivalent to gain popular support. Brands will engage consumers through clear, opt-in group-purchasing technologies leveraged for direct marketing.
3. The number of online ad networks will shrink. The weak will get purchased and the strong will grow. Stephenson says “The industry needs to simplify and become more coherent for marketers. Wall Street will take a vigorous interest in ad technology companies as the industry matures.”
4. Social media tools will become more common in advertising. Stevenson believes that you’ll find “like” buttons in everything from advertising to content. We’ll share more and new approaches will further the integration of social-sharing and social recommendation functionality, adding value to content through utilities such as toolbars.