Why Is Online Advertising Beating the Recession?
The Internet’s share of total media ad spending is rising by more than one percentage point every year, with estimates predicting continued growth despite - or perhaps because of - the recession.
eMarketer is reporting that marketers are spending more on Internet ads, while spending less on advertising in other traditional media, such as newspaper, radio & magazines.
In the current economic climate, companies are holding on more tightly to their cash and demanding to see immediate results from any campaigns they fund. So it makes sense that many are turning to the Internet, because they can more readily measure the results of Internet advertising than they can with traditional media.
David Hallerman, eMarketer’s senior analyst, believes that Internet Search has become the new model for online advertising. “When marketers link advertisements to an individual’s search interest at the precise moment that interest is expressed – as happens with a search query – its relevance tears down the usual consumer resistance to the advertisement.”
Advertising that consumers welcome is the new reality, and it’s beginning with online advertising. And because it combines effectiveness and efficiency for marketers, it is likely to promote the continued growth of the Internet’s share of total ad spending.
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