Avenir publicitaire du Web 2.0
Mercredi 7 mai 2008, 16:12 | in Actualités, Web 2.0
Accenture a sondé 100 patrons des médias et de la pub dans le monde. Ils prévoient que la pub digitale dépassera la publicité traditionnelle dans 5 ans. Et 68% pensent que les médias sociaux et le contenu utilisateur est là pour rester et sera même une des sources de croissance pour la publicité. 71% disent qu’ils n’y voient plus un risque pour leur marque de se trouver dans ces contextes.
Résumé des 4 tendances :
Multi-platform distribution. When asked to identify the largest drivers of revenue growth over the next five years, two-thirds (66 percent) of respondents cited new platforms or new ways of delivering content — significantly more than the number who cited new content types (24 percent) or new geographies (10 percent). And nearly two-thirds (63 percent) of respondents said they will pursue a “multi-screen” distribution strategy, which includes television, online and mobile delivery.
Short-form video. When asked which content type will generate the greatest growth, the greatest number of respondents — 38 percent —cited short-form video, with online portal/publishing second (23 percent) and video games third (18 percent).
Social media and user-generated content are high-growth opportunities. Two-thirds (68 percent) of respondents identified social media and user-generated content as a high-growth opportunity, and more than half (56 percent) said they are already involved in social media in some capacity.
Advertising. When asked to identify what they believe will be the number one business model in five years, nearly two-thirds (62) percent of respondents selected advertising-supported business models, compared with 25 percent who cited subscription-based services and 11 percent who cited pay-per-play services.
