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DoubleClick has just published a report (.pdf) about online advertising, 1994-2004. The “three key conclusions” are:
* A seller’s market is emerging.
* Marketers are demanding more accountability
* Consumers are demanding more control
Taking the last point first, this is something many people (including myself) have been pointing out for some time. This is the trend that will drive the take up of RSS as people discover its ability to give them back that control.
(E.g. control which they perceive to have lost with email.)
And, of course smart consumers retain control by searching for what THEY WANT, whilst, as we all know, they are becoming more immune to blatant advertising.
The second point, again many of us have been hammering the need to track to make sure that your advertising and marketing dollars (or time & energy) are being spent in the right places. This seems to suggest that more are doing so.
Hey, I like the sound of the first point, don’t you? It may be “emerging” for a while yet, but at least this looks optimistic. (We’ll both need to read the full report to find out exactly what they mean and what the implications might be.)
Right click this link to download
I agree with Andrew at Changing Way that there is not much new in these conclusions. However, it is often of great value just to know that you are barking up the right tree.
Sponzurz
