I'm pleased to announce that Forrester's five year forecast is now complete and live on Forrester's site. It feels like this has been a long time in coming from my side too! Please see the full report for detailed explanations of the trends affecting overall marketing budgets and the growth of the channel in the forecast.
You may remember we previewed our forecast at Forrester's Marketing Forum at the end of April. If you cross reference this post to the one we posted as follow up to the forum, you will notice that the "% of all advertising spend" has changed. The absolute forecast is still the same, we just changed this calculation to make sure it was done in the same way as in years past. See below for the most recent release:
This research will certainly help marketers plan their channel strategies.
Nick Johnson the VP of Multimedia Sales for NBC Universal shared some great data and lessons learned from NBC's "ownership" of the Beijing Olympics.
He called the Olympics a cultural phenomenon -- and for more reasons than their presence in China and all of the political hullaballoo that brought about. From a media perspective, the games brought about significant behavior change among American consumers:
76% stayed up late to watch events 48% changed their routine in order to watch events when they were on 36% delayed doing things in order to watch events
On top of the high volume of television watchers: 56 million unique users came to NBC's site to watch events, get content, see replays NBC saw 12.3 million video downloads, AND it saw 16.4 million unique mobile users
Johnson's conclusions from the research NBC conducted following the Olympics:
1) Television can still be king. The Olympics were hugely successful at driving a mass audience for NBC
AdAge just announced Gino Bona, a sales exec out of Portsmouth, NH as the winner of the NFL's "create your own Super Bowl commercial" contest. And the NFL is not the only sponsor of viewer-created commercials. Chevy and Frito-Lay sponsored similar contests for their own Super Bowl spots.
Then last week the news broke about the entrepreneurial "J.P" who was seeking corporate sponsors to pay him to propose to his girlfriend during a Super Bowl commercial. The notion of using consumers to create ads isn't new and clearly consumers are actively creating their own media. But these last few stories got me to thinking: What happens now that not only are consumers creating media, but consumer actually are media? Reality TV is huge. And I would bet most of us have some fairly close connection with someone who has been on a reality TV show (my ex-boyfriend was fraternity brothers with the guy who "won" ABC's second season of "The Bachelorette.").
Last week Charlene Li and I talked with Josh Walker-- a Forrester alum and all around smart guy -- about his new company CityVoter. Here’s what CityVoter does and why it matters to media outlets, local businesses and national advertisers: