No Improvement on Horizon for ‘Standard’ Online Advertising December 5, 2008
Posted by Mark Blei in : Uncategorized , trackbackA slow-to-no growth forecast in the US for “standard” components of the interactive advertising market – such as banner, display and pop-up ads – is not cyclical and shows no signs of improving quickly, even if the nation’s economy starts to move upward and out of recession, according to a forecast report from Borrell Associates.
Though the report projects that overall 2009 spending on traditional, offline media will decline 1.4%, and spending on interactive will increase 7.2 %, it notes that these figures do not tell the whole story.
In fact, 2009 will be the first year since the start of century in which banners, pop-ups, and interactive display advertising overall will show little or no growth, and may likely decline.
For local interactive media, the big slowdown began a year earlier than Borell initially anticipated, magnified and accelerated by the credit crisis. The spending levels by local advertisers – which grew at a frenetic 47% this year – are expected to slow to a paltry 8% in 2009.
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