April 21, 2009
Marketers are spending more on Internet ads than on other media, and online advertising will grow 10 percent in 2009, according to projections just released from eMarketer.
U.S. online advertising revenues for 2008 were $23.4 billion, up 10.6 percent compared to 2007. Search was the leading category, increasing almost 20 percent over 2007.
This upward trend began before the recession, eMarketer notes, but industry experts expect online advertising to grow even more intensely in the economic downturn.
There are several reasons why online advertising is in growth mode even now. First, online advertising is immediate. Unlike all other forms of media (TV, radio and print), online ads are easily measurable in real-time. This means online ads can also be adjusted in real-time to address any issues uncovered by the analytics coming over in real-time.
Finally, online ads make buying easy. Customers get the information, the value and the ability to buy all in one location. Traditional media can’t touch the immediacy of online advertising.
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