MAM
US online ad market to be worth $26 billion in 2010
MUMBAI: Online marketing and advertising in America will rival cable and satellite TV and radio ad spend in five years time. It will reach $26 billion by 2010.
This data is contained in a study done by Forrester Research. This year alone will post a 23 per cent increase on last year’s figures, the report says, to $14.7 billion. The report titled US Online Marketing Forecast: 2005 To 2010 further indicates that almost half of marketers plan to decrease spending in traditional advertising channels like magazines, direct mail, and newspapers to fund an increase in online ad spending in 2005. By 2010, online marketing and advertising will represent eight per cent of total ad spend.
The report notes that despite significant changes in consumer behaviour, there is a large disparity between the amount of time consumers are spending online and the money marketers are spending trying to reach them online. When at-work Internet use is taken into consideration, online consumers spend more than one-third of their time online–roughly the same amount of time they spend watching TV. Yet marketers spend only four per cent of ad budgets online versus 25 per cent on TV.
Other key findings by Forrester Research include the fact that search engine marketing will grow by 33 per cent in 2005, to reach $11.6 billion by 2010. Display advertising, which includes traditional banners and sponsorships, will grow at the average rate of 11 per cent over the next five years to $8 billion by 2010.
MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
