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by
noting "It was clear
from outlooks delivered by Madison
Avenue's leading forecasters - including its most
bearish - that online advertising growth is
slowing down, but it still is poised to grow at
rates that would be considered healthy by any other
established medium, even in good times."
Mandese also observed
that "online clearly leads the pack
among the major media, and will actually use the
downturn to increase its relative market share.
In its new forecast, ZenithOptimedia predicts
online will pick up nearly two share points, rising
to 12.1% of the global advertising budgets, and
will account for nearly 16% of worldwide ad
spending by 2011."
Magna's Senior
VP Bob Coen is considered to the most bearish
forecaster in the industry with respect to online
advertising but even he predicted that online "will
rise more than twice the rate of the next
fastest growing media during the recession of
2009." So when you hear about advertising
revenue evaporating keep in mind that is definitely not
the case online.
This may be little
consolation when Google and Yahoo have
cut your PPC revenues in half over the past
year but it shows the money is out there. The
challenge now is to figure out how to go around
Google and Yahoo to get the share of the pie your
traffic deserves. No wonder development (as
difficult an undertaking as it may be) has become the
buzzword of 2008.
(Posted
Dec.
10, 2008)
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