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2011 Online Marketing Expenditure Forecast by TMA
Borrell Associates Inc, June 2011, Pages: 20
The 2011 TMA Detailed Online Ad Spend Forecast by Borrell Associates offers complete detail for ad spending in each of the 211 TMAs (Television Market Areas) in the US. Also included is a breakout for total mobile marketing in each TMA. These forecasts include the national, local and total projections by:
ADVERTISING
- Display (Run-of-Site)
- Display (Targeted)
- E-mail
- Paid Search
- Streaming Video
- Streaming Audio
MARKETING
- Mobile
PROMOTIONS
- Coupons
- Sampling
- White Paper
- Licensing
- Sweepstakes/Contests
- Other Sponsorships
- Proximity Marketing
- Customer Retention
- Event Management
- Discounts
- Offers
- Public Relations
DEFINITTIONS - National vs. Local
National: Online advertising directed to a national audience.
Local: Online advertising directed to the local market.
ONLINE AD SPENDING CATEGORIES
Paid Search: Pay-per-click advertising messages that include the purchase of keywords on sites such as Google, Yahoo, Ask.com, MSN, etc.
E-mail: Paid advertisements sent via email, including SPAM. This is the online equivalent of direct mail.
Display: Traditional online advertising such as banners, listings (including classified ads), skyscrapers pop-ups, etc. Two subcategories are...
- Run of Site: Standard, untargeted online display advertising.
- Targeted: Online display advertising targeted to specific sites, using demographics, segmentation, or other means. Social network advertising is included here.
Streaming A/V: Streaming audio & video advertising, including “pre-rolls” and “post-rolls,” paid 'infomercial'-type videos, flash-animations and voiceovers. Now divided into two subcategories...
- Streaming Audio
- Streaming Video
NON-AD SPENDING CATEGORIES
Online Promotions: Includes online sponsorships, Promotional downloads, loyalty programs, games, sweepstakes, contests, couponing, discounts and rebates. There are 11 subcategories…
- Coupons: Discount documents for specific goods or services, either printed or electronic.
- Sampling: Free or discounted goods or services dispensed to a specific geographic or sociographic group.
- White Paper Marketing: Reports issued to explain products or issues, resulting in leads or list addresses.
- Licensing: Fees paid for marketing efforts coordinated with and tied to an event or entertainment.
- Sweepstakes, Contests, and Games: Contests or lotteries created to promote the goods or services of the sponsoring entity.
- Other Sponsorships: Promotional funding of content or events.
- Proximity Marketing: The use of GPS or prospect input to market goods or services according to physical proximity - the online descendant of Point-of-Sale (POS).
- Customer Retention Programs: Promotions designed to retain and strengthen relationships between businesses and their customers.
- Online Event Management: The management and marketing of online events -- conferences, trade shows, and webinars.
- Other Discounts: Discounts, rebates, or concessions not offered in conjunction with coupons.
- Offers: Promotions not related to discounts, but with the same intent. Extra merchandise, membership in a special organization, charitable donations associated with purchases, and the chance to meet celebrities are examples.
Online Public Relations: Primarily includes online news releases, white-papers and viral marketing campaign design.
TMA - TELEVISION MARKET AREA
Television Market Areas (TMAs) are the areas for the cable must-carry/retransmission consent election. (47 CFR § 76.55) - They are defined by the FCC as being equivalent to DMAs as defined by the 2000-2001 DMA Market and Demographic Rank Report, by Nielsen Media Research. According to Nielsen, DMA is “generally a group of counties in which the commercial TV stations in the Metro/Central area achieve the largest audience share.” This market definition scheme has come to be used for many marketing and research purposes. DMAs usually – but not always – consist of several whole contiguous counties. The term DMA is a registered trademark of Nielsen Media Research Inc.
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