2/17/2009
Ad Spending Forecast in 2009
As 2008 came to a close we saw a predictable shift in conventional advertising as testament to the Chicago Tribune’s thirteen billion dollar sink hole. No doubt they’ll be attempting to seek bailout assistance like everyone else. Mind you, their “sink hole” wasn’t over night. Like a deer caught in the headlights, (their own headlights) they chose to do nothing. If they would have bothered to read their own technology section they could have augmented and balanced the opportunity yet to unfold.
My colleague at eMarketer projects video ad spending will run counter to overall economic developments, rising by 45% in 2009 to reach $850 million. Two key factors support this trend. First, the sharp escalation of professional video content on the Web—mainly from TV networks—is creating a viable base for brand marketers. Second, even though most advertisers are increasingly cautious with their budgets, they still need to reach online audiences and woo their shrinking wallets with messages that reach their hearts and minds—hence, more video.
Search marketing spending will grow by 14.9% in 2009, to $12.3 billion. Search marketing is not recession-proof, but it is recession-resistant. There are two basic assumptions that support eMarketer’s projection. Search is highly measurable, so it will maintain its place in many budgets and increase in some others, as advertisers look for secure and effective methods to combat fear in an economic meltdown. Also, consumers—who monetize search ads by deciding whether or not to click—will take money off the table by shopping less, and put money back on by searching for deals. Although search advertising will grow less in 2009 than in any previous year, its inherent strength will mean greater spending gains than for any other major form of advertising, whether online or offline.
Total US Internet ad spending will increase to $25.7 billion in 2009, an 8.9% growth rate. That will be the lowest year-over-year increase for online advertising ever. Yet it will still be a robust increase compared with nearly all other media.
Keep in mind; ad spending can only be considered a wise investment provided a majority of the “ad budget” is earmarked for the ongoing design, development and maintenance of the website you bring the consumer to.
Before spending any monies for a web redesign initiative, consult with a real web firm to appreciate, trend, your markets, proven placement, design and ad psychology.
You’ll see a healthier slice if you do.

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