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Where digital marketing is heading in 2010

January 05, 2010 |

Using new technology won't in itself bring success; your digital communications still need to be creative, engaging and relevant if they are to cut it during the second decade of this century. Here are Advertising Age's top 10 digital marketing trends for 2010.

In 2010, advertisers will experiment with new, larger ad formats. These formats may be initially attractive because they are different, but the basics of brand building beyond awareness shouldn't be ignored. Most of the new formats perform very well in the short term. Dynamic Logic has previously reported the high performance (brand impact) of video ads when they were first introduced. They found that video ad performance, relative to average ad performance, declined over a two year period following introduction as the novelty wore off. We'd expect this to be true for most of the new, larger ad formats and their progeny.

Ultimately, over the next several years only the fittest for these larger formats will survive. If they prove too intrusive, they may make people less favorable toward the advertised brand or the website on which they are served. Other advertisers and agencies will use these formats more cautiously, taking note of creative best practices gleaned from prior work.

Get the full story at Advertising Age (Part 1) and Advertising Age (Part 2)

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