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| AAF SmartBrief Special Report |
| December 11, 2008 |
Looking ahead to 2009
What's coming up next for the advertising and marketing industry? Part II of this AAF SmartBrief special year-end report, below, highlights our predictions and yours for what's in store for 2009. Part I, published Tuesday, looked back at the most important trends and stories of 2008.
The coming year looks to be challenging for the marketing and advertising industry. At Monday's UBS Annual Global Media and Communications Conference, leading media researchers and market analysts predicted that ad spending will continue to dip in 2009. Online spending is still projected to grow -- by 5% by one leading estimate -- but the rate of growth is slowing. CMOs and agencies will face increasing pressure to show return on investment in this more-constricted spending environment.
On the government front, the incoming administration of President-elect Barack Obama is bringing a media and marketing agenda to Washington that may include eliminating the deductability of marketing expenses for businesses, as well as restrictions on direct-to-consumer pharmaceutical advertising and food and beverage advertising that runs on TV programming and Web content for children.
What's the good news? Even in a diminished economic climate, people will continue to buy consumer packaged goods, fuel for their cars, clothes and other necessities of life. And where consumers are spending, there will be advertising and marketing to try to influence their choices. AAF SmartBrief will be covering news and trends from the advertising and marketing industries throughout the year.
Now, check out what AAF SmartBrief readers had to say about their predictions for 2009 advertising and marketing trends in our polls, and see what events the AAF has in store for the coming year.
| Poll: What new ad industry regulatory initiatives do you think will be proposed by the incoming Obama administration? | ||
| Restrictions on direct-to-consumer drug ads | |
54.79% |
| Regulations on advertising aimed at children | |
20.55% |
| New limits on the deductibility of marketing expenses | |
15.07% |
| An increase in the watchdog power of the FTC | |
9.59% |
| Reader poll: Which new medium will see the biggest ad growth in 2009? | ||
| Mobile phone/device | |
35.71% |
| Social networks | |
32.86% |
| Online video | |
22.86% |
| None of the above | |
8.57% |
| Reader poll: Can TV entertainment thrive with an opt-in advertising model? | ||
| Yes | |
50.00% |
| No | |
38.89% |
| Don't know/no opinion | |
11.11% |
| Reader poll: Do you monitor brand/client mentions on Twitter? | ||
| No | |
45.19% |
| What's Twitter? | |
36.54% |
| Yes | |
18.27% |
2009 AAF Events
Most Promising Minority Students Program
Feb. 3 to 5, 2009
New York Athletic Club
New York, N.Y.
Leo Burnett Mosaic Career Fair
Feb. 19, 2009
DePaul University
Chicago, Ill.
The Walt Disney Company Mosaic Career Fair
Feb. 27, 2009
Universal City, Calif.
USA TODAY Mosaic Career Fair
March 5, 2009
USA TODAY Headquarters
McLean, Va.
Advertising Hall of Fame Awards Luncheon
March 26, 2009
The Waldorf=Astoria
New York, N.Y.
AAF National Conference
June 4 to 6, 2009
Marriott Crystal Gateway
Arlington, Va.
National Student Advertising Competition
June 4 to 5, 2009
Marriott Crystal Gateway
Arlington, Va.
ADDY® Awards
June 6, 2009
Marriott Crystal Gateway
Arlington, Va.
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