OMD Worldwide reports that members of ethnic groups targeted by advertising respond negatively to ads that deal in cultural stereotypes. "Ad relevancy is more about communicating in kind than speaking in a language," said Pamela Marsh, group director for primary research and insights at the Omnicom media agency.
The majority of Web users also are regular consumers of online videos, with news and user-generated content ranking among their top picks, according to a study by Horowitz Associates. However, even with the growing popularity of viewing TV programming on broadband video sites run by the networks, most viewers still prefer to watch shows on their TV sets, the report found.
Net display ad revenue, despite losing some ground to social networks in 2007, will jump 20% to hit $10 billion by 2009, according to J.P. Morgan, which also predicts that search ad growth will rise by 39% globally this year and reach $60 billion by 2011.
Online DVD rental service Netflix says it has teamed with LG Electronics to launch a new device that will allow viewers to download movies from the Internet and watch them directly on their TV sets. Netflix CEO Reed Hastings said the company hopes to integrate its services with a host of Web-enabled electronic devices.