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Robert Dykes is founder, CEO and Chairman of NebuAd (www.nebuad.com). With over 30 years of operational management experience, Bob has an established reputation in building world-class organizations. Prior to NebuAd, Bob was Executive Vice President, Business Operations and CFO of Juniper Networks, where he helped guide the company through a substantial growth period. Before that, Bob was President, Systems Group and CFO for Flextronics, where he led financial and operational functions, and co-managed Telecom Services for one of the largest and most complex service organizations in the world. Bob oversaw the company's expansion from $500 million to $14 billion in revenue. Previous to Flextronics, Bob was Executive Vice President, Worldwide Operations and CFO of Symantec Corporation, seeing the company through its IPO and building it into a world class global operations organization with revenues of $600 million. Bob holds a Bachelor of Commerce and Administration from Victoria University, New Zealand.

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NebuAd Predictions For 2008

Written on
January 14th 2008
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by Robert Dykes  |
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Prediction 3 – There won’t be an online ad recession in 2008

I’ve already tipped my hand a bit on this one – see my previous point. But I do not foresee a significant dip in online ad spend in 2008. The television and newspaper folks are in a panic - and rightly so. Television and newspapers that have untargeted advertising are experiencing substantial dislocations.

I DO think we will continue to see pullbacks by advertisers in certain verticals, including financial services. However, the large brands will offset those pullbacks as online begins to provide brands with metrics that really matter to them.

Now, if only we could get more of the political ad spend in 2008, we’d really be in good shape. (More on why that isn’t happening yet in a future article.)

Prediction 4 – The iPhone will kick start the mobile advertising market

Mobile advertising has been ready to explode for years – yet, it never really takes off. Don’t get me wrong, the growth trajectory for mobile over the past several years has been robust, but it just hasn’t had that breakout year.

In 2008, mobile advertising is poised for a robust year, and part of its success will have a lot to do with the iPhone and other next generation mobile devices. The onset of these devices has already forced the carriers to open their networks – albeit slightly. Google’s Android and the Open Handset Alliance will no doubt continue to force the carriers’ hand.

Why is this important? As part of their deal with Apple, AT&T essentially ceded much of their revenue from ring tones and other mobile content subscription services. This mobile content will still be available, as Users still want it. However, rather than go the traditional subscription route, Apple and other providers are favoring the ad supported model. 

So, continued penetration of the iPhone and similar devices will drive usage of ad supported mobile internet services. And with it, the mobile advertising market will (finally) be kick started.

In any event, it’s going to be a great year to be in the online advertising world!



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