ANA: Political Ads Will Curtail Ad Revenue Slowdown
That's one of the main points of the ANA's annual report on marketing trends, authored by a team directed by ANA president/CEO Bob Liodice. As the New Year approaches, the ANA report surveys 2007 and looks ahead to 2008.
The slowdown will be due to economic factors that are mostly external to media, including an overall slowing of economic growth and continuing problems in the credit market, resulting from the subprime mortgage meltdown. That will squeeze consumer lending in 2008. These trends will probably dampen consumer confidence, as families tighten their purse strings and wait for the bad weather to pass.
In this context, marketing will still be central to most companies' business strategies, and it may even become more important. At the same time, as budgets get tight, marketers will be expected to do more with less.
The ANA predicts a continued emphasis on innovation and creativity in all aspects of advertising and media planning, including ad creative and delivery strategies. Such focus will only be strengthened by the ongoing fragmentation of audiences as new media possibilities proliferate--another key driver of change next year.
With innovation will come an increased demand for measurement and accountability. The ANA believes companies will begin creating positions for "accountability officers" who will lead strategies to implement better measurement of delivery and results.
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "ANA: Political Ads Will Curtail Ad Revenue Slowdown"
Leave a Comment