eMarketer projects online spending will jump from $21.4 billion in 2007 to $27.5 billion in 2008. “With money tight, marketing executives will continue to gravitate toward the Internet, looking for more measurable ad formats to buttress their positions,” it said in a report released Thursday.
The report covered many areas of online advertising, including video. David Hallerman, an eMarketer senior analyst, said, “The array of video available online will jump dramatically both from professional content producers, such as TV networks and from the growing panoply of amateurs. Various large online video players, such as Google, Microsoft and the TV networks, will fortify their video offerings by buying small ad related companies.”
The growth in social networking was also covered. Debra Aho Williamson, a senior analyst, said, “About 44 percent of U.S. consumers will use social networking at least once a month. U.S. spending on social networks will climb to nearly $1.6 billion in 2008, up from $920 million in 2007. Although targeted advertising is getting the lion’s share of attention and will continue to be a hot button in 2008, other forms of social network marketing, such as search advertising and widgets will draw increased marketer interest.”
As for mobile, John du Pre Gauntt, a senior analyst, said “Mobile marketing will execute its first million dollar-plus campaign and local mobile search will become a huge battleground among Web giants, mobile operators and local directory publishers.”
The online role in the presidential election was also covered. Paul Verna, a senior analyst, said, “YouTube plays a decisive role in the 2008 U.S. presidential election, by airing user-submitted clips that seal the fate of a leading candidate or setting the tone of the campaign through the site’s series of sponsored debates.”
SUPERLATIVE Signs Director Claudia Abend For Spots and Branded Content
Latin American director/editor and documentary filmmaker Claudia Abend has joined SUPERLATIVE for her first U.S. representation spanning commercials and branded content.
Abend's empathetic docu-style POV has garnered several international awards for the documentary films Hit (2008) and The Flower of Life (2018). Her spotmaking credits include such brands as Procter & Gamble, Nestle and Blue Cross/Blue Shield. SUPERLATIVE has already worked with Abend, together producing a new ad campaign for digital agency Tinuiti and The Honest Company, a consumer goods corporation featuring eco-minded products.
“We found Claudia through her poignant documentaries on the festival circuit,” said SUPERLATIVE creative manager Stefan Dezil. “We are excited about her textured narratives, emotional storytelling, and her powerhouse long-form storytelling abilities, currently on her third feature film. As SUPERLATIVE continues to build our brand after premiering our latest films at Sundance and SXSW, Claudia is the kind of multidimensional artist we are excited to partner with on branded content and beyond. Fluent in English and Spanish, her reel shows real prowess with infants, food and skin products, families both young and old. Great visual storytelling and inspirational doc work.”
Abend began her career in her native Uruguay, studying film and editing in college. “My dad would show me films like Citizen Kane,” she said. “I love cinema and became an editor. It was here that I learned all about communicating human emotion.”
From the get-go, Abend hit it big as a documentary director, teaming with Adrianna Loeff on Hit, a movie chronicling pop artists of Uruguayan music. Abend took home a Best Editing... Read More