When America Online warned Wall Street on Wednesday of larger-than-expected declines in advertising revenue this year and next, it seemed to reinforce the pessimism.
Paid keyword searches, online classifieds and "rich-media" ads, which incorporate video, animation and sound effects, are helping portals like Yahoo buck the overall trend.
And after two years of double-digit declines in percentage terms, including this year's expected 11.5 percent fall to US$6.38 billion, online advertising is expected to bounce back next year, according to eMarketer, a market research firm in New York. In a study released Monday, eMarketer estimated that online advertising spending will rise 5 percent next year.
Resistance to online advertising still exists among marketers, some of whom were stung by outlandish outlays during the Internet bubble. But many traditional marketers are now more comfortable with the medium, as shown by Frito-Lay's decision to triple the Doritos marketing budget devoted to online advertising.
"What's compelling to us about the long term is that people aren't just turning to the channel as an alternative way of getting information," said G.M. O'Connell, chairman at Modem Media, an online agency in Norwalk, Connecticut. "For many people it's the default way of getting information."
O'Connell said his agency is urging clients like Kraft to spend their money on creating useful content to distribute online, in addition to advertising on established content sites. He also stressed the value of paid keyword searches, which place an advertiser's message next to search results on sites like Google.
Maggie Boyer, vice president for media at Avenue A, an interactive agency in Seattle, said, "Search is knocking everything out of the water. We can't buy enough of it."
SECURITY: As China is ‘reshaping’ Hong Kong’s population, Taiwan must raise the eligibility threshold for applications from Hong Kongers, Chiu Chui-cheng said When Hong Kong and Macau citizens apply for residency in Taiwan, it would be under a new category that includes a “national security observation period,” Mainland Affairs Council (MAC) Minister Chiu Chui-cheng (邱垂正) said yesterday. President William Lai (賴清德) on March 13 announced 17 strategies to counter China’s aggression toward Taiwan, including incorporating national security considerations into the review process for residency applications from Hong Kong and Macau citizens. The situation in Hong Kong is constantly changing, Chiu said to media yesterday on the sidelines of the Taipei Technology Run hosted by the Taipei Neihu Technology Park Development Association. With
A US Marine Corps regiment equipped with Naval Strike Missiles (NSM) is set to participate in the upcoming Balikatan 25 exercise in the Luzon Strait, marking the system’s first-ever deployment in the Philippines. US and Philippine officials have separately confirmed that the Navy Marine Expeditionary Ship Interdiction System (NMESIS) — the mobile launch platform for the Naval Strike Missile — would take part in the joint exercise. The missiles are being deployed to “a strategic first island chain chokepoint” in the waters between Taiwan proper and the Philippines, US-based Naval News reported. “The Luzon Strait and Bashi Channel represent a critical access
‘FORM OF PROTEST’: The German Institute Taipei said it was ‘shocked’ to see Nazi symbolism used in connection with political aims as it condemned the incident Sung Chien-liang (宋建樑), who led efforts to recall Democratic Progressive Party (DPP) Legislator Lee Kun-cheng (李坤城), was released on bail of NT$80,000 yesterday amid an outcry over a Nazi armband he wore to questioning the night before. Sung arrived at the New Taipei City District Prosecutors’ Office for questioning in a recall petition forgery case on Tuesday night wearing a red armband bearing a swastika, carrying a copy of Adolf Hitler’s Mein Kampf and giving a Nazi salute. Sung left the building at 1:15am without the armband and apparently covering the book with a coat. This is a serious international scandal and Chinese
COUNTERINTELLIGENCE TRAINING: The ministry said 87.5 percent of the apprehended Chinese agents were reported by service members they tried to lure into becoming spies Taiwanese organized crime, illegal money lenders, temples and civic groups are complicit in Beijing’s infiltration of the armed forces, the Ministry of National Defense (MND) said in a report yesterday. Retired service members who had been turned to Beijing’s cause mainly relied on those channels to infiltrate the Taiwanese military, according to the report to be submitted to lawmakers ahead of tomorrow’s hearing on Chinese espionage in the military. Chinese intelligence typically used blackmail, Internet-based communications, bribery or debts to loan sharks to leverage active service personnel to do its bidding, it said. China’s main goals are to collect intelligence, and develop a
RSS