Interpersonal recommendation/users’ opinions and newspapers are the most trusted types of advertising, while online/mobile ads are trusted by fewer respondents, according to eMarketer and Nielsen, SFN's World Digital Media Trends 2008 reported.

According to the study, interpersonal recommendation, such as word of mouth, is still the most trusted ad format, by nearly 80 percent of the respondents.

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U.S. online ad revenue started as niche in the late 90s, declined earlier this decade, and was back on track for growth after 2003. It is expected to exceed US$120 billion by 2011, according to MultiMedia Intelligence, SFN's World Digital Media Trends 2008 reported.

Before 1998, U.S. Internet ad revenue was at less than $2 billion per year. In 2000, it almost reached $30 billion, but then declined in the following two years, mostly due to Sept. 11 and its impact on the U.S. economy.

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Internet media company AOL announced Wednesday it has optimised its iPhone ad-targeting tools, including an update of advertising system Platform-A, which allows advertisers to send promotions to users while they are still surfing the Web on their iPhones, CNet reported.

When users visit sites from AOL or its partners, "specially formatted" ads or sites may show up on their iPhones. The company expects to deliver 75 million ads to mobile phones per month.

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Mobile advertising could be an effective tool for lifting brand metrics during the purchase process in the United States, according to the aggregate results of mobile branding research studies by Dynamic Logic.

According to the study, 23.9 of respondents said mobile ads had a positive impact on brand awareness, and 5.4 percent and 4.7 percent of respondents said mobile ads helped increase brand favorability and purchase intent, respectively. This shows advertising has the ability to change consumers' attitudes toward a brand and to drive intent to purchase, Media Post reported.

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The global advertising market has grown by 4.9 percent to US$506.7 billion this year, instead of the predicted six percent, according to Carat. Russia’s advertising market is assumed to become the fastest growing this year, with ad expenditure surging by 22.8 percent to US$11.8 billion, 0.2% higher than expected, Gipp.ru reported.

Carat expected that ad expenditure in the U.S., Great Britain, Spain and China would plunge by five percent, while countries from Eastern Europe, Asia and Latin America should experience double-digit growth.

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Fox Interactive Media, the owner of MySpace, has overtaken Yahoo! as the top display advertising property in the U.S, Dow Jones reported.

In June, online users viewed over 56.8 billion display ads on FIM sites, accounting for a 15.2 percent share of the total U.S. online display ad market, according to comScore. However, Yahoo! sites served up 53.1 billion display ads, making up a 14.2 percent share, Smart Money reported.

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Due to the weakening economy, most U.S. marketers will be chopping down on their marketing budgets in the next six months, according to the Association of National Advertisers, Media Post reported.

In a recent survey of its members, ANA said 53 percent of marketers intend to slash marketing budgets, while 87 percent of those are “being scrutinised to show cost savings.”

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India's Malayala Manorama Group has launched new cross-media platform vertical Junction Kerala to help brands “extend the reach and impact of their campaigns,” afaqs! reported Monday.

Malayala Manorama is present in print, online, TV and radio, but “to leverage the resources and reach all these platforms, we (had) to come up with an additional platform in the form of Junction K, which will act as a cross-media platform for brands,” C Mathew, deputy general manager of marketing and publication at the group, told afaqs!.

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China's gross newspaper advertising value was up 8.61 percent year-on-year in 2006, to RMB 77.8 billion (€7.64 billion), according to the latest report by Research and Markets, “China Newspaper and Book Publishing Industry Report, 2007.”

Newspaper ads in China's top 10 cities accounted for almost 50 percent of the total gross volume of newspaper ads, MarketWatch reported Wednesday.

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Industry experts believe mobile advertising and localised content may be the best way to reach India’s masses, particularly in rural areas since nearly “every farmer has a mobile,” according to Alyque Padamsee, vice president of AP Advertising.

Mobile advertising may be a way to establish a brand’s name in rural areas and “will pick up more than TV commercials in the near-future,” Padamsee told the Hindu Business Line.

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Another study is echoing the sentiment that mobile advertising worldwide is booming. According to a report from Strategy Analytics, global advertisers will spend US$2.4 billion on mobile next year, up from $1 billion in 2008, eMarketer reported.

The company predicted a growing number of brands will place ads on different mobile media.

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According to a new OPA study focusing on advertising on U.S. local media sites, newspaper sites lead in terms of the percentage of consumers taking action after viewing local ads, Editor & Publisher reported.

Forty-six percent of consumers said they would take action after viewing ads on local newspaper sites, while 44 percent of those on local TV sites said so. That number was 42 percent for local magazine sites, 39 percent for user-review sites and 37 percent for portals.

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YouTube, the worldwide leading video sharing site, has started to attract advertising from media companies, including CBS Corp. as well as video-game maker Electronic Arts Inc., The New York Times reported.

The ads, which show up on only a small portion of all the videos played on YouTube, may improve relations between Google and these video copyright owners, who had complained about unauthorized posting of their content on the site, according to Bloomberg.

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Mobile advertising seems to be gaining popularity in Britain, the United States and India, according to research conducted by GfK Technology, Marketing Media Review reported.

The most common platform for mobile advertising may be text messaging, the research has discovered.

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Young consumers in the United States spent more time on the Web than on any other media in May 2008, according to a study by DoubleClick Performics and ROI Research, eMarketer reported.

The study targeted children in the United States, between ages 10 and 14, and found that 83 percent of respondents surf online for at least one hour every day.

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