Digital publishers last week announced they expect video to lead growth in display ads in 2010.
The findings, released by the Association of Online Publishers, have been gleaned from our friends at Northcliffe Digital, Bauer, BskyB and Channel 4, forecasting growth in excess of 10% this year.
While this is not foot-to-the-floor, hold-onto-your-hat kind of growth, it’s certainly significant enough to cause ripples throughout the advertising community. And so it should. 75% of respondents said they would be investing in mobile this year while 53% would be investing cross-media.
The reason we’re called Crossplatform is that we really believe the world is moving in this direction – great video content will breed sales for major, and then not-so-major brands – and it will be viewed in many ways. It’ll be interactive, in some cases augmented reality, and certainly content that can be watched at home, in the street, in airports, shopping centres and yes, the cinema too. And watched on many different platforms, from mobiles to iPhones, to digital outdoor advertising and TV.
We were interested to see that publishers including Condé Nast, Economist Group, Financial Times, Guardian Media Group and Haymarket Media Group took part in the survey too. Surely it’s publishers who can become the major beneficiaries of cross platform activity. For those who are dealing with issues of print versus digital, the multiplatform approach adds value and helps with the transition to digital. Of course the price has to be right, but why would we offer anything else? OK, a shameless plug for our services, but we’re here, we’re Crossplatform, and for those with a business to build, you know who we are.
