The Association for Downloadable Media (ADM), an organization focused on creating advertising standards podcasts and Internet media, announced today the creation of a special advertising agency liaison to the organization, along with the confirmation of a fourteen-member Ad Council, made up of media professionals from leading interactive advertising agencies.
The council will act as a sounding board for the ADM committees, which are creating downloadable media advertising standards and guidelines. David Herscott, President of San Diego-based interactive agency MEA Digital, has been appointed the liaison between the Ad Council of media strategists and the ADM committee chairs.
The Association for Downloadable Media will be releasing initial ad unit standards and audience measurement guidelines for public consideration at the ADM Forum at ad:tech San Francisco April 16th from 9:00 am - 11:45 am at Moscone Center.
“People have been talking for years about the need for podcasting ad standards,” said ADM Chairman Chris MacDonald. “We’re taking the first big leap on standards-setting and are working proactively to verify that the ad formats and audience measurement processes we set will work for both the buyer and seller.”
Most marketers believe that television advertising has become less effective in the past two years. As a result, marketers are interested in exploring new ad formats and new forms of video commercials, according to the the latest TV & Technology survey conducted by the ANA (Association of National Advertisers) and Forrester Research, Inc.
Highlights of the study include:
Sixty-two percent of marketers believe television advertising has become less effective in the past two years.
Close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and video on demand (VOD) programs.
Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.
Media agencies are getting better at helping clients deal with new media. Only 28 percent of respondents reported that their media agency is ill-equipped to address the changes in TV advertising, compared to 47 percent two years ago.
Creative agencies did not fare as well, with 47 percent of marketers indicating that their creative agency was still ill-equipped to help deal with changes, a slight improvement from 55 percent of marketers two years ago.
Opportunity is knocking for bloggers, podcasters and video podcasters interested in making money online.
The amount of money spent in the US on online advertising will nearly double in the next four years, going from $21.4 billion in 2007 to $42 billion in 2011, according to a report by eMarketer. This represents an increase from a 7.4% share of total media in 2007, to a 13.3% share in 2011. In roughly the same period, online spending will nearly triple, rising from $16.9 billion in 2006 to $42 billion in 2011.
According to David Hallerman, eMarketer Senior Analyst and author of the new report US Advertising Spending, these four milestones mark the change:
“First, US Internet ad spending surpassed $5 billion in Q2 2007, the largest sum recorded in any quarter according to research from the Interactive Advertising Bureau and PricewaterhouseCoopers.”
eMarketer projections suggest that, in Q4 this year, spending will leap past the $6 billion mark.
“Second, while 69 of the 100 largest US advertisers put smaller budget shares into four traditional media—television, radio, newspapers and magazines—in 2006 than the previous year, 70 of the same group put larger shares into Internet advertising.”
Furthermore, 58 did both—decreased their traditional spending share and increased the Internet share.
“Third, even as the credit crunch pulls ad money off the total media table, the Internet looks to be more resistant to economic turmoil,” says Mr. Hallerman. “To put the obvious into figures, online advertising contributes more and more to the total ad spending universe every year.”
That share will be 7.4% this year, approach one in ten dollars next year, and will likely reach at least 13% by the end of 2011.
Finally, Mr. Hallerman notes, “Data from both eMarketer and TNS Media Intelligence indicate that 2007 Internet ad spending will be higher than for radio, as reported in August. That is the first time online ad spending will be greater than for any of the four traditional measured media.”
Advertisers Spending More Per Internet User
The average ad spend per Internet user is also growing. In fact, 2007 marks the first year that marketers will spend more than $100 to reach each person online. And, by 2011, advertisers will be spending nearly $200 per user.
The 
