Online Advertising Spending for 2009

Tuesday, 13 January 2009

The economic down-turn is likely to have an impact on the advertising spending in 2009. While online advertising is not as affected as its offline counterpart (probably because online advertising is more transparent and accountable than other offline advertising channels), the online advertising spending will slow down compared to 2007 and 2008.

According to eMarketer, the online advertising willgrow by 8.9% in 2009, which is the lowest growth rate ever. OMD has a more optimistic vision with a prediction of 17.4% for 2009.

Looking at the distribution of online advertising spending, it appears that each online channel will be impacted differently.
Search Marketing (SEO + SEM) for example, seems to be more resistant than other channel with an estimated growth of 14.9% for 2009. Videos Ads are likely to be the winner in 2009 with an estimated increase in spending of 45% compared to 2008.
Display adverstising is predicted to grow by 6.6%. However, classified advertising is likely to take a strong hit with a decrease in spending by 5.8%.

It is important to mention that the estimates above are US-based and are therefore likely to be different for the Australian industry.


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