Online
Marketing Budgets Growing Despite Lackluster Economy Just one in eight (13%) marketing execs plan to revise their budgets upward this year, but among those who are upping the ante, nearly half say Online is the channel that will get the greatest share of the increase, according to a nationwide survey of senior business marketers conducted by BtoB Magazine last month. One in six (16%) said Direct Mail would see the greatest increase, 13 percent said Events would see the greatest up-tick; nine percent indicated Print would and just three percent cited broadcast. U.S. advertising online will continue thrive in this sluggish economy — a 23 percent increase is projected for 2008 by market research firm e-Marketer. While slower than some may have hoped for, online advertising's position is pretty well cemented right now as the fastest-growing media in terms of ad spending. "Several elements unique to the Internet will support continued U.S. ad spending growth even if other media falter," said David Hallerman, senior analyst at eMarketer. "The greater ability to measure ads online will likely encourage marketers with reduced budgets," Mr. Hallerman said. "Those same marketers are finding that the audiences they need to target are spending more of their media time on the Web."
Search will account for the largest portion of online ad spending in 2008, at 40 percent, but analysts say that share will decrease somewhat over the next half decade as the proportion of dollars flowing into rich media and video advertising is expected to double. |
