Lucy Moses and Katy Bachman, senior editors at Mediaweek published a comprehensive article about the Media Outlook for 2010. They adress every aspect of the industry coming out of the ‘Great recession’ and look ahead at the opportunities next year.
“That brings us to the mixed bag that is digital. While search continues to roll forward as direct response messaging proves both effective and cost-efficient, display advertising, as Mediaweek digital editor Mike Shields reports, has yet to convince marketers of its value.
Web video seems to have captured the imagination of the industry, and Hulu and YouTube continue to prove that long-form programming can work well online. Ad dollars are following that buzz, but they can still only be counted in the millions, instead of billions. Perhaps the most hyped sector highlighted in this report is mobile. Everyone wants to be there, but it’s clear that just where there is is not completely clear at the close of 2009.”