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It
is no secret
that
more and more advertisers are chasing eyeballs
that have moved to the web by spending a bigger
percentage of their ad budgets online,
but you may not be aware of just how large the tsunami
coming our way is likely to be. Gavin
O'Malley shed some light on that subject
with some interesting stats he shared in an article
at Online Media Daily this
week.
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O'Malley's
piece cited the latest research from
local media experts BIA/Kelsey
into the ad spending plans of SMBs
(small to medium sized businesses), a
segment that makes up 70% of the
U.S. economy. In 2010 SMBs spent 52% of
their advertising money with traditional
offline media outlets. Near the end of
2011, BIA/Kelsey forecast that number
will shrink to just 30% by 2015
(a scant three years from now).
O'Malley
noted, "That would leave 70% of
those dollars for digital
and online media, including mobile,
social, online directories, online
display and digital outdoor; performance-based
commerce, including pay-per-click,
deals, and couponing; and customer
retention business solutions, including
email, reputation and presence
management." |
Image: jannoon028
/ FreeDigitalPhotos.net |
What does that
translate to in cash? BA/Kelsey predicts total
SMB ad spending in the U.S. will reach $40.2
billion by 2015, a huge increase from the $22.4
billion logged in 2010. That works out to a
double digit compound annual growth rate of 12%
- a figure few sectors of the economy could hope
to measure up to. While
those eye-popping figures are a forecast for
three years out, the race has already begun.
BIA/Kelsey said respondents to their SMB surveys
indicated that 26% of all SMB ad spending
will go to digital and online media this year.
If you haven't developed one of your
favorite domains, how much more incentive do you
need?
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Image: photostock
/ FreeDigitalPhotos.net
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Certainly
development is not easy and, like
anything else, there is no guarantee of
success. But one thing is a certainty,
you can't win if you don't
get on the field. Pick a topic you
are passionate about - one that you
would love to share with others who have
similar interests. If they start coming
to your website for news, information
and advice, you will have a community
that the advertisers who offer relevant
products and services will want to
reach.
If you can
achieve some success in web publishing
as thousands of others have, you'll no
longer have to live and die with what
direction parking is headed, or whether
or not someone shows up to buy one of
your domains this week. If you try it
and it doesn't work, you are no worse
off than you are now so what are you
waiting for? |
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