Posted by: buzzmckenna | July 11, 2008

What the “Experts” have to say about Digital Marketing and an “Economic” Downturn

Below are a few choice quotes from articles on future of digital marketing and economic downturn from recent US & Global reports. If you want anything else please let me know:

(Global)  Zenith Optimedia: Forecast: Advertisers to Continue Shift to Online  – Online component of advertising spend to increase in 2009/10, and exceeded 2008 predictions …  “Faced with an uncertain economic future, Western advertisers are shifting even more of their budgets online, where the returns on their investment are obvious, and easy to quantify and fine tune,” reads the report. “The quantity and quality of online video is improving all the time, and online audiences for full-length films and television programs — and the ads that surround them — are growing rapidly.” Jul 1, 2008 From:

(Global) Executives from IAB and Pricewaterhouse Coopers remain optimistic about Internet advertising’s future. “The fundamentals of interactive advertising spend continues to be positive and I would expect to see continued growth in the future,” Silverman said. IAB CEO Randall Rothenberg weighed in: “We expect growth to continue, as consumers spend more and more time online, and marketers find more — and more innovative — ways to reach them through digital media.” Jun 18, 2008 From:

(US) IDC: Internet Ad Spending Spared by Troubled Economy: IDC recently issued an Internet ad forecast that made similar points. It contended the economic downturn is actually helping the Internet marketing industry and IDC predicted the overall Internet ad revenue will double from $25.5 billion in 2007 to $51.1 billion in 2012. Internet advertising revenue in the United States reached $7.1 billion in the first quarter of 2008, a jump of nearly 24 percent compared to the same quarter in 2007, according to IDC. The research company said the figures show the economic slowdown crushing many other industries in the nation has not had an adverse impact on online advertising. In fact, IDC said it expects Internet advertising to rapidly grow throughout the rest of the year despite a general pullback in overall ad spending. Jun 10, 2008 From:

(US) Social Networks continue to show a strong future of growth. Two recent Forrester reports published by my colleagues, Josh Bernoff and Oliver Young, both showing the future of social computing for the interactive marketer and for enterprise 2.0 purchasing. “Social networks will get the largest number of increases, over 40% of those using it, along with user-generated content, blogs, and that old standby, email marketing.” May 05th, 2008 From:

(US) Nielsen Sees Moderate Q1 Online Ad Growth, Led by Search:Sponsored search link impressions in the health and telecom industries led growth in online advertising, said Nielsen. It reported search link impressions for health were up 108 percent on a quarter-to-quarter basis while telecommunications saw 80 percent growth. Rich media showed the biggest growth in the display category, according to Nielsen. Among verticals, the researchers found that hardware and electronics advertisers both saw a 65 percent increase in display impressions, while automotive and consumer goods companies also did well, increasing 45 percent and 42 percent respectively. Jun 17, 2008 From:



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