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Asking Smarter Questions is your go-to guide for the latest points of view, news, trends, insights, statistics and tools regarding data driven digital marketing.
At an incredible rate, health and pharmaceutical marketing budgets are moving in the direction of online advertising. The expiration of patents for well-known products will create a serious stir in the health and pharmaceutical marketing scene.
National Analysts Worldwide researched executives in the United States and Europe to see how this change will alter plans for pharmaceutical advertising spending. Online advertising is the fastest growing sector in the ad business, but television is still where the most money goes. According to Barclays Capital estimates from earlier this year, online ad spending is expected to reach $30 billion in the U.S. TV is not growing as fast as online, but it’s still the biggest recipient of ad dollars.
Half of Facebook’s global advertising revenue was mobile in the third quarter of 2013, up from 14% in the same period in 2012. The faster-growth markets provide fascinating intimations of what’s to come globally in mobile. Historically, there have been restrictions on advertisers developing material for television, especially in the West.
WPP has also invested in Media Rights Capital, which distributes House Of Cards on Netflix, and Fullscreen, a company run by George Strompolos, formely of Google, YouTube, CNET and WIRED , which manages 100 channels on YouTube. Despite the ever-greater expansion of digital and interactive media, apparent discontinuities remain. For example, our industry in the US invested 23% of the media book on newspapers and magazines in 2012, yet consumers spent only 6% of their media time on them. Free-to air-television, for example, especially in developed markets, is as important as ever, even if viewers are using a tablet or mobile at the same time as sitting in front of a bigger screen. Previous page: What we think - Grey swans and Chinese innovation - Geography reignsNext page: What we think - Grey swans and Chinese innovation - Got talent?
There’s a new report from one of my favorite media experts, Jack Myers, and it highlights advertising revenue projections for radio and other media from 2015 to 2020 (you can download your own copy here). Terrestrial radio (non-digital advertising only) is expected to be essentially flat with 0.6% growth annually. Digital advertising revenue is expected to increase by 18% annually over the next five years. Another point: The non-digital estimates have terrestrial radio beating newspaper revenue by this year. Jack Myers is a truly authoritative source so dig into the numbers and be very glad you’re not a newspaper or consumer magazine company.
This amount of increasing attention for mobiles has some big implications for advertising and marketing budgets. This mobile momentum is also partly driven by two technologies that have intersected that are both addictive and compulsive.
Emarketer came out with a survey, not so long ago, based on the scheme of things in US market and the upcoming trends in advertising spending.
The US market alone will witness an investment in excess of $180 billion in the ads in just one year. It is also predicted that digital ad spend will almost match TV by 2017 and mobile will be a big chunk of that.

But as mind boggling as this figure is, what caught our interest was another piece of stat which suggests that the biggest chunk of this ad expenditure will come from mobile advertising. When they compared the mobile advertising trends of 2013 with the expected trends (based on quantitive analysis), they found out that the marketeers will be spending more than 80 percent on mobile advertising as compared to the amount they was invested in 2013.
This massive leap in mobile advertisement spending hardly comes as a surprise to those not novices to the workings of the virtual world. Advertisers can only be expected to broadcast their products and services in the places they find their targeted audience at. The effect of radio and print advertisements on the end user is well documented, and so is the case with the TV advertisements. Be it on the television at your home, the electronic hoardings out side, or the giant screens of movie halls, we are accustomed to our daily dose of TV ads. You can’t overstate the fact that the world is going more mobile by the hour and all marketeers are doing is keeping up.
Now, if that doesn’t make advertisers of the world smack their lips in temptation, nothing else will! Guest Author: Lucie Kruger is an eminent Senior Content Editor and IT consultant for Mobiers Ltd, a leading mobile application development company. With the world having more than two billion smartphone subscribers, it is no wonder that mobile video ads are also rapidly growing. I think they are underspending on mobile at this growth rate, especially when compared to TV. In 2010, eMarketer issued a report predicting online pharmaceutical advertising spending would rise to $1.52 billion by 2014. 58% will shift their focus toward social media, 55% will increase spending for mobile technologies, and 49% will increase SEO budgets.
Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). In the UK in 2013, mobile advertising spend doubled as a proportion of the total digital advertising investment managed by GroupM. In China, mobile has already overtaken the desktop as the primary means of accessing the web, with 460 million internet users accessing the web via mobile devices.
China Mobile, which tops the top 100 Chinese brands list, with a brand value of $61 billion, has 770 million subscribers.
It is already the industry leader in two new areas of disruptive technology: wearable computing and driverless cars.
There are fewer such restrictions on the creation of online editorial content for clients, presenting opportunities. In a revealing presentation, respected trend-watcher Mary Meeker suggested that spending on traditional media is disproportionately high compared to the amount of time consumers devote to them. The same consumers spent 38% of their time online and on mobile, where the industry invested 25%. What counts for advertisers (and what our media investment management business is focused on) is value and effectiveness, rather than how much time consumers spend with each form of media. We believe television in its old forms and in its new forms in developed markets will continue to grow and remain stable at around 40%. Not least Amazon founder Jeff Bezos, who bought the Washington Post in August last year for $250 million.
The depth, expertise and high journalistic standards of traditional media cannot be matched, so far, by the new media owners and aggregators.

In other words, all the growth in radio ad revenue is likely to come from digital based on these metrics.
That rises at 22.9% annually, even more bullish than terrestrial radio digital advertising.
Mark Zuckerberg has also stated that Facebook would continue to focus on growing its mobile advertising and with 62% of its revenue in Q2 of 2014 now coming from mobile ads, that goal is being fulfilled. What it revealed was that over the next few months we will see a massive jump in the ad spending, something the likes of which hasn’t been witnessed in over a decade.
As per their studies, between 2013 and 2018, we are going to witness a five-year compound annual growth rate of close to 50% in the mobile advertising revenue.
And the mobile phone realm is not just the place where they find their targeted audience, but they gain a hell of a lot of consumers who aren’t very fond of window-shopping. But the fact that they have been talked about enough doesn’t take anything away from their impact on the consumers, and their significance for advertising professionals. The key here is not to overplot the ad content, but to pitch it on a medium that consumers carry with them all the time.
This is something we’ve been following for a while, but pushing the importance of mobile can be challenging, particularly to small businesses that are finally just building a website. Check out our new series to learn the best processes for finding efficiencies across your business. Delayed by the Food and Drug Administration’s marketing guidelines, the industry was at a stand-still in the social media and digital advertising world. However, these niche drugs will require different marketing strategies than other big brands. Through various digital media channels and technologies, pharmaceutical marketers can now produce highly customizable campaigns, targeting a specific audience for these up-and-coming niche drugs. Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights. A quarter of YouTube’s traffic is mobile and Google predicts 80% of all its traffic will eventually come from mobile.
In faster-growth markets, the BRICs and Next 11, both traditional and digital media are blooming. They have been reliably known to establish an instant connect with the end users and that’s precisely why they have remained the go-to mediums for companies looking to pitch its product to a massive customer base. Unlike the brick and mortar stores, buying unneeded items is much too common on Smartphones, where all you need is a few taps on the screen.
But it’s pretty apparent that this will just become even more important in 2015 and beyond. Google is now ranked inside the top 50 on WPP’s client list, making our relationship even more symbiotic. We’ll have to see how the Washington Kindle fares and whether an Amazon treatment can turn analogue dimes into more than digital pennies.
And television commercials have been seized with a keen desire by the same brands, owing to their chief virtues that we are more than aware of.
And third, as others such as the Guardian ’s Alan Rusbridger have argued, governments will have to consider state subsidies for quality journalism.

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