Softer Media Market in 2007 Will Mean Media Buying Opportunities
Advertisers should see some relief in rising advertising media rates in 2007, according to predictions made in the 2007 Thumbnail Media Planner. The Thumbnail Media Planner is a professional guide to media and marketing costs and data.
Rochester, MI, November 27, 2006 --(PR.com)-- There should be some great media buying opportunities in 2007 for the astute advertiser and media negotiator.
"While price increases or decreases will vary by medium and market, we think there will be a softness across the board which will create some significant media buying opportunities," according to Ron Geskey, publisher of the Thumbnail Media Planner (since 2003).
"By and large, mass media audiences are another form of commodities, so prices, like other commodities, are a function of the dynamics of supply and demand," continues Geskey. "Led by the lackluster up front markets for network and cable television, a slowing economy, and no elections sucking up media inventories in 2007, price increases should be nominal, averaging about two percent or less. That means that buying efficiencies could be improved by 20 percent or more. Translation: each $100 spent could have the buying power of $120," according to Geskey.
For example, really great deals should be available in spot television where forecasts are for about 8% lower revenues in 2007 vs. 2006-- when the congressional elections boosted local TV sales. Without a resurgence of local automotive spending, radio will also likely be very soft, as it fails to attract major national ad dollars and its already fragmented audience being siphoned off by non commercial satellite and internet radio.
Print media will try to slip their traditional annual rate increases on to advertisers. In yesterday's media world, print media succeeded in pricing their ads according to a rigid rate card. But that world has changed dramatically for those willing to play hardball as most are willing to negotiate to prevent losing revenues and/or in order to capture new business.
An exception to the Thumbnail Media Planner's soft market forecast will be the internet-- whose ad revenues are projected to increase another 30% in 2007, led by search. However, the myriad of internet advertising options will not fall into one simple forecast. There will be heavy demand for targeted search programs (pay per click, cost per click), but demand for banners and email is declining. Another factor working in the advertiser's favor is the huge increase in competition from CPC/PPC search options who sell clicks for a lot less than Google and Yahoo.
Why the Thumbnail Media Planner?
The purpose of the Thumbnail Media Planner is to provide users with key market and media estimates for 2007. Advertisers, ad agency account managers, media planners and buyers, media sales representatives, entrepreneurs, and international marketers with an interest in the U.S. market are potential users.
Media is Our Future. Media technologies and information are moving at the speed of light. Understanding media has never been more important.
Advertisers are demanding increased ROI. The largest TV advertisers are even recommending using more non traditional media-- due to their concerns that television advertising effectiveness is declining sharply. And many are concerned about the inexperience of many who are entrusted with investing billions of media dollars.
The Thumbnail Media Planner synthesizes the important media information to help ad agencies, advertisers, and media— stay on top of key media trends and media costs. Every year we synthesize 100s of sources of media information into a convenient media planning & media buying pocket sized reference (104 pages in 2007).
The Thumbnail Media Planner can be ordered online in hard copy or by download at www.thumbnailmediaplanner.com.
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"While price increases or decreases will vary by medium and market, we think there will be a softness across the board which will create some significant media buying opportunities," according to Ron Geskey, publisher of the Thumbnail Media Planner (since 2003).
"By and large, mass media audiences are another form of commodities, so prices, like other commodities, are a function of the dynamics of supply and demand," continues Geskey. "Led by the lackluster up front markets for network and cable television, a slowing economy, and no elections sucking up media inventories in 2007, price increases should be nominal, averaging about two percent or less. That means that buying efficiencies could be improved by 20 percent or more. Translation: each $100 spent could have the buying power of $120," according to Geskey.
For example, really great deals should be available in spot television where forecasts are for about 8% lower revenues in 2007 vs. 2006-- when the congressional elections boosted local TV sales. Without a resurgence of local automotive spending, radio will also likely be very soft, as it fails to attract major national ad dollars and its already fragmented audience being siphoned off by non commercial satellite and internet radio.
Print media will try to slip their traditional annual rate increases on to advertisers. In yesterday's media world, print media succeeded in pricing their ads according to a rigid rate card. But that world has changed dramatically for those willing to play hardball as most are willing to negotiate to prevent losing revenues and/or in order to capture new business.
An exception to the Thumbnail Media Planner's soft market forecast will be the internet-- whose ad revenues are projected to increase another 30% in 2007, led by search. However, the myriad of internet advertising options will not fall into one simple forecast. There will be heavy demand for targeted search programs (pay per click, cost per click), but demand for banners and email is declining. Another factor working in the advertiser's favor is the huge increase in competition from CPC/PPC search options who sell clicks for a lot less than Google and Yahoo.
Why the Thumbnail Media Planner?
The purpose of the Thumbnail Media Planner is to provide users with key market and media estimates for 2007. Advertisers, ad agency account managers, media planners and buyers, media sales representatives, entrepreneurs, and international marketers with an interest in the U.S. market are potential users.
Media is Our Future. Media technologies and information are moving at the speed of light. Understanding media has never been more important.
Advertisers are demanding increased ROI. The largest TV advertisers are even recommending using more non traditional media-- due to their concerns that television advertising effectiveness is declining sharply. And many are concerned about the inexperience of many who are entrusted with investing billions of media dollars.
The Thumbnail Media Planner synthesizes the important media information to help ad agencies, advertisers, and media— stay on top of key media trends and media costs. Every year we synthesize 100s of sources of media information into a convenient media planning & media buying pocket sized reference (104 pages in 2007).
The Thumbnail Media Planner can be ordered online in hard copy or by download at www.thumbnailmediaplanner.com.
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Contact
Thumbnail Media Planner
Ron Geskey
248-894-1151
www.thumbnailmediaplanner.com
Ron Geskey
248-894-1151
www.thumbnailmediaplanner.com
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