BostInno's State of Innovation is a month-long feature on mobile, marketing, retail and e-commerce, and higher education innovation in Boston. #BSOI will include research reports, indexes, and more exclusive content for Channel members and the State of Innovation Forum on June 27th. Contact us to learn more.
Advertising is changing rapidly, sometimes at a pace that seems to brisk too keep up with. But where is advertising now, and where is it going? That's a question we've been looking at as part of our State of Innovation report. And so I wanted to share a short recap of the big trends in online advertising, courtesy of two new reports.
The first is the much publicized Internet Trends deck by Kleiner Perkins' Mary Meeker. The other is a new report by PwC. Together, they can quickly paint a very basic picture of where online ads are going.
That last slide, from Meeker, is a powerful one. Ad spending hasn't even caught up to the time we're spending on the web, and already the next big opportunity is shifting to mobile. Expect print advertising to continue to be siphoned away, and for some TV spending to shift into both online video and the "second screen" experience. Central to an increase in mobile ad spending will be advances both in targeting technologies and more creative approaches optimizing ads for the small screen. But one way or another, it's coming.
