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The highest percentage of marketers cited changes in Google’s algorithm, like Google Panda, and Google+ as likely to make authorship, site and author ownership of content more important in the coming years (85.9%). Additionally, 56.4% said Google+ was likely to become massively influential in search engine results pages. Adoption and use of mobile and Facebook’s domination were also mentioned by 81.7% and 69.1% of online marketers, respectively.
In the US, the world’s biggest ad market by far, spending is estimated to rise 4.9% this year to 166 bil. That level of growth will moderate over the next several years, eMarketer predicts, and 2016 spending levels will near 190 bil. Most other research firms predict slower ad spending growth in the US, but this is typically predicated on a larger dollar amount of spending. While eMarketer’s growth projection is relatively bullish, the forecast of absolute spending is comparatively conservative.