Home  › Media › Media Buying

10 Media Predictions for 2002

  |  March 8, 2002   |  Comments

Whither bound in 2002, interactive media? It's not all that grim out there, says our resident expert.

I'm one of those annoying people who think whenever something happens in the industry, they predicted it months or years ago. So to keep myself honest this year, I'm setting down 10 predictions that can be looked up and checked for accuracy come 2003.

I'm predicting a slow recovery in online ad markets this year. Though far too many companies were in online marketing services a couple years ago (at least, relative to the sustainable marketing budgets available), we're now at a reasonable level. With consolidations leveling off and marketing dollars continuing to come into the interactive field, we should experience some evening out.

My predictions:

  1. An ad will make me laugh out loud.
  2. No online ad, no matter how much bandwidth it eats, will make me cry.
  3. The Interactive Advertising Bureau (IAB) will start conducting more legal reviews to make sure members aren't falling afoul of anticollusion laws.
  4. Search engines will try to win a large piece of the search engine optimization market by providing their own services.
  5. Since the cost of serving ads is such a high percentage of the cost of online advertising, agency ad server companies will strike deals with Web site ad serving companies to share data rather than redundantly serve ads.
  6. The hard-data metrics used to evaluate Web campaigns will begin to leak into traditional media, starting with print. Web planners who plan other media as well work primarily with print. Scrutiny will intensify on any medium those individuals work with.
  7. More clients will take on more internal resources to do more of their own online marketing management. This will be due mainly to cost pressures, but also because online marketing is beginning to involve aspects of companies clients have never been comfortable outsourcing, such as inventory management and pricing.
  8. "Death of the Banner" articles will ebb a bit in the beginning of the year, only to pick up again toward the end, as increasing budgets allow for more interesting production projects. These stories will be as inaccurate as they were five years ago.
  9. Yahoo reps will continue to resist the urge to return phone calls from small agencies.
  10. Online advertising dollars will flow back to advertising in trade publications, as conference and traditional media opportunities will continue to dwindle.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Tig Tillinghast

Tig Tillinghast helped start and run some of the industry's largest interactive divisions. He started out at Leo Burnett, joined J. Walter Thompson to run its interactive division out of San Francisco, and wound up building Anderson & Lembke's interactive group as well.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...