Steve Hasker, Nielsen’s president of Media Product Leadership and Advertiser Solutions, discussed the outlook for media companies in 2010 with a focus on innovation, social networks, and mobile media.

The overall advertising environment in 2009 was fairly gloomy with slashed budgets and revised strategies to address the new reality. However, that didn’t stop the industry from evolving, and the lessons learned will likely pay-off in the year ahead.

Tapping expert knowledge across the media, consumer goods, advertising, telecom, entertainment, online and sports sectors, Nielsen offers what’s likely in store for 2010.

Retailer John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” If more than $400 billion is now spent each year on advertising worldwide, which advertising really works to engage and motivate consumers?

Preliminary figures show that expenditures fell $10.9 billion to a total spend of $83.4 billion in the first nine months of the year.

It is now accepted wisdom that the recession has essentially come to an end. And as it recedes, observers are beginning to look at the damage wrought as well as how retailers, manufacturers and consumers changed their behavior. A new report from The Nielsen Company, “Reading the Recession,” reveals how the recession has affected the leading brands, consumer behavior and job vacancies. Using key economic indicators, consumer research, recruitment data, web site measurement and advertising spend, Nielsen has analyzed the impact of the recession on the UK and identified sectors showing early signs of recovery.

How often do you notice the ads that appear on your favorite web sites? If you’re the typical Australian, chances are good that you do: one-third of Australian consumers exposed to an online ad are able to recall that ad when asked, and 41 percent are able to link the correct brand to an un-branded advertisement, according to new online advertising effectiveness benchmarks released by The Nielsen Company.

2010 will be huge test, as new realities of consumer expression and cross-platform integration create a powerful new dynamic hovering over the largest single-spot ad spend on record.

According to Nielsen IAG, an ad for the NFL’s female-focues clothing line featuring actress Alyssa Milano was the most liked ad during the time period of September 21-October 18. During that same time frame, and ad for Halls cough drops scored the highest ad recall index with viewers.

Yield management is an approach to maximizing revenue when a business has a fixed, perishable resource and can segment customers into groups willing to pay different prices for the same resource.