eMarketer's Predictions for 2008: Part I
What will the new year bring?
Ben Macklin, Senior Analyst
Ad Spending
The Beijing Olympics and US presidential election will ensure that advertising spending will spike in 2008 across all sectors. The Olympics marks the "coming out" party of China. As was the case with South Korea in 1988, the games will be an important milestone for China's economic and political development. The competition will be fierce both on and off the sporting field as multinational organizations try to tap into China's growing middle class.
Politics Online
In the recent Australian election, a video appeared on YouTube that showed the prime minister-elect, Kevin Rudd, eating his ear wax. It didn't prevent him from winning the election, but it dogged him throughout the campaign. YouTube and the Internet in general will be an important battleground in the 2008 presidential election campaign in the United States. The influence of online-advocacy groups will continue to grow.
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