The recession may hurt online advertising growth, but it continues to grow, albeit at a slower pace, with continued consolidation potentially accelerating the transition to the digital age for many advertisers.
Internet market share is increasing at a rate of 1% each year for the simple reason that advertisers are investing more in this channel and are moving away from placing ads in traditional, much more expensive bc data hong kong media such as newspapers, radio and magazines, which is why it is projected to reach 15% of the total by 2013.
“The shift in spending balance precedes a recession,” says eMarketer analyst David Hallerman . “However, the current economy is reinforcing the new advertising model, making it more permanent.”
The crisis has taken its toll on the network's income, but to a lesser extent than on other media, as it has always maintained a very competitive economic offer, which emerged in times of crisis as the palliative solution that could have come to stay.
“Online marketing offers irresistible value, especially for companies that are careful with their capital,” Hallerman explained. “Advertisers can more accurately measure the results of an online campaign.”
For this analyst, this pushes other media to lower their prices as it creates a new paradigm, the clearest example of which is searches, where relevance takes precedence when customers inquire about activities related to the product.
“Ads that consumers welcome are the new reality,” Hallerman said. “Combining effectiveness with efficiency for advertisers.”