Or maybe it’s “hold your horses” instead. We forgot for a moment that this year the annual advertising bonanza is supposed to be a bit more subdued.
Yahoo may be ready to turn over its Web search advertising to Google following a successful test using Google’s service to deliver ads alongside its Web search results. But that’s only the beginning of what could be a swirl of deals. Or Not.
The International Advertising Association (IAA) is holding its World Congress in Washington D.C. this week, when hundreds of advertising and media executives descend on the nation’s capital to talk about social communities, marketing regulation, return on investment, and, of course, the economy.
The good news on ad spending ain’t so good. According to ZenithOptimedia, spending on advertising in North America and Western Europe is expected to grow by 3.8 percent this year. But that is lower than an earlier forecast of 4.4 percent, as the credit crunch saps confidence.
Nearly 80 percent of people surveyed in a recent study recalled at least one of four advertisements running on digital billboard screens at bars where they were partying. That’s not a bad number considering the audience surveyed by Arbitron and Zoom Media & Marketing — 500 people aged 21 to 34. That’s a demographic that advertisers love.