EMarketer Says “Digital Still Stronger Than Traditional”
Economic recession seems to be a new buzzword. The negative growth story is affecting everything from car sales to commodity prices and the reach is global.
For adex, online advertising is still on a positive growth curve, that growth is slowing and will dip into the single digits for the first time in 2009. Online advertising spending in the US is set out below (source: emarketer)
Clearly in this environment some formats are going to do better than others. Although overall growth in adex is set to slow paid search spending growth will still outstrip the overall online market through 2009. The main reason paid search will stay robust through the economic downturn is that search is more trackable than any other ad format. It is a tried-and-true format that is supporting online growth.
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