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AAF SmartBrief Special Report

December 13, 2007

Editor's Viewpoint

Editor's Viewpoint: Looking forward to 2008
Part I of AAF SmartBrief special year-end report looked back at the most important trends and stories of 2007. Part II, below, highlights our predictions and yours for what's in store for 2008.

Next year promises to bring a host of challenges and opportunities as marketers look to make sense of the digital marketing landscape. Mobile marketing and social-network advertising promise to be big topics, as well as the way television advertisers grapple with an audience that is increasingly watching what they want, when they want.

On the regulatory front, the FTC is taking a look at the way online publishers target ads to Web users, and will have to address growing calls for a "Do Not E-mail" registry similar to the national "Do Not Call" list geared toward telemarketers.

In technology, the television world is counting down to the switch to all-digital broadcasting, which could bring a new look and feel to TV ads. The increasing penetration of digital cable gives rise to the prospect of hyper-targeting TV spots the way that online ads are targeted at Web users. Finally, just as 2007 was the year of the social network, 2008 could be the year that mobile advertising goes mainstream. Whatever happens, you'll be able to read about it in AAF SmartBrief.

Your Predictions

Would you advertise on an online social network?

Yes -- 62%
No -- 33%
No opinion -- 5%

Do you use a DVR to fast-forward through television ads?

Yes -- 82%
No -- 18%

Is Super Bowl advertising worth the money?

Yes -- it's worth it to reach such a large audience -- 34%
No -- there are more effective ways to spend ad dollars -- 62%
No opinion -- 4%

Which medium will see the biggest growth in 2008?

Online -- 77%
Outdoor -- 8%
Television -- 5%
Radio -- 5%
Print -- 5%

Still giving 100% credit to the "last ad" clicked?
Conversion reporting for the digital industry is known as the "last ad standard" which attributes 100% of the credit for a sale or other conversion to the last ad. Did you know that 9 out of 10 buyers have seen ads across multiple media placements? Cross channel synergies do exist, and can be quantified. Find out more: read Atlas' whitepaper.

AAF 2008 Events

Upcoming AAF Events
Most Promising Minority Students Program
Feb. 5 to 7, 2008
New York, N.Y.

Advertising Hall of Fame Induction Ceremony
March 27, 2008
The Waldorf-Astoria
New York, N.Y.

AAF National Conference 2008
June 8 to 10, 2008
Hyatt Regency Atlanta
Atlanta, Ga.

Search & Display together boosts conversions by 22%
Are you measuring them together? Or alone. Measuring across channels and investigating all of the touch-points across a campaign will help you make smarter media decisions. An Atlas study showed that users exposed to both search and display ads convert at a rate of 22% higher than search alone. Find out more: read Atlas' conversion story.

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