Digital advertising and marketing for international companies will be offered through the .FOX Networks brand.
The new FOX branch will be one of the two centers of operation for the online division of the chain, besides dealing directly with Central American cable operators.
According to the Sigloxxi.com website, Carmen Marino, who is in charge of communications for FOX Channel, said that ".Fox Networks is dedicated to the development of mobile products, displays and videos online, mainly for advertisers of international brands who also require a certain level of performance ‘in addition to pure direct marketing’. "
The recession has only slowed its pace of growth. Strange as it may seem, the crisis accelerated the transition to digital advertising for many businesses.
In contrast to traditional advertising, digital advertising continues to grow. Internet participation in the total expenditure on advertising is growing at least 1% annually. To put it in simple terms: Advertisers are increasingly putting more money into Internet advertising, while they are decreasing spending on newspapers, radio and magazines.
Revenues Continue to Post Record Results. Internet advertising revenues of 2008 totaled $23.4 billion, up 10.6% from the $21.2 billion reported in 2007.
“We are seeing an ongoing secular shift from traditional to online media as marketers recognize that ad dollars invested in interactive media are effective at influencing consumers and delivering measurable results.
Their main priority is to obtain reliable measurements of return on investment in marketing.
The American Marketing Association and Duke University conducted a survey of 600 marketing executives from the United States and its results were published in eMarketer.com.
Among the most important results, the fact that the main priority of the customers is to get low prices, followed by higher quality products, is highlighted.
The first impulse when facing the crisis is to cut those costs not directly related to production and sales; advertising is one of them.
Advertising agencies are strengthening their strategies to stay close to their customers and to convince them how important it is to continue communicating with the market. They insist that reducing the advertising budget will alienate customers with the consequent reduction in sales, thus entering into a vicious cycle with even worse results.
Via the web, sales of exports in niche markets that are costly and very difficult to reach through traditional media can be successful.
The potential of the web as a tool of marketing and sales is not taken advantage of by small businesses. Without incurring excessive costs, small businesses can mark their presence on the Internet and showcase their products in a global manner.
Central America needed a source of daily information that was focused exclusively on the region, selected by the highest criteria, and published in a timely and professional manner.
The effects of the digital revolution, which have shaped the Internet as the movement’s spearhead, have intensified to the point of radically modifying people’s behavior. Whether we like it or not, to avoid remaining isolated from the world and up-to-date knowledge, we must expose ourselves to the overwhelming torrent of information that arrives to us through the Internet. Web pages, blogs, portals, forums, virtual communities, and e-mails are doors that inevitably cross our paths several times a day, which is without counting alarms, text messages, and all the types of data that can reach us from our mobile phone systems. The phenomenon intensifies for those who have business or government responsibilities and increasingly narrower timeframes to make decisions, that is, as the available quantity of indispensable information to do it is increasing. And to provide us that information, the Internet is irreplaceable.
Nielsen Online, reported a 16% year-over-year increase in visitors to the top 10 newspaper Web sites, growing from 34.6 million visitors in December 2007 to 40.1 million in December 2008.
NYTimes.com was the number one online newspaper destination in December 2008, with 18.2 million unique visitors. USATODAY.com and Washingtonpost.com took the No. 2 and No. 3 spots, with 11.4 million and 9.5 million unique visitors, respectively (see Table 1).
Despite the downturn, spending on online advertising in the United States continues to grow, according to a study by Pricewaterhouse and IAB.
“Interactive advertising continues to demonstrate year over year growth as marketers and consumers increase their embrace of digital media.
Compared to the trajectory in other media and in the general economy, interactive has outperformed because it delivers a level of accountability unmatched by any other advertising medium.”, said Randall Rothenberg, President and CEO, IAB.
And is likely to continue to do so in the foreseeable future, because of all advertising mediums the Internet can offer companies more ROI.
It is perhaps this reason that has enabled business search engines to prosper in these turbulent times as the simplicity of the directories actually works with minimal cost to the business advertising. For example, at Searchme4 companies wanting to advertise can select the type and cost of their advert as well as having the chance to change or alter their listings without much fuss.
Experts predict that internet advertising will continue to "grow fast" in the face of an economic downturn that will force a reduction in overall ad spending.
IDC, the premier global market intelligence firm. forecasts that current economic conditions will accelerate the transfer of marketing budgets from traditional to new media.
Internet advertising will grow about eight times as fast as advertising at large between 2008 and 2012, according to the analyst firm, while revenue will double to $51.1bn.