Ailing Economy Could Fuel Online Growth In '09 December 19, 2008
Posted by Mark Blei in : Uncategorized , trackbackThe continued growth of new media coupled with the ailing economy spells both opportunity and adversity for the coming year, according to IPG Emerging Media Lab’s team of digital experts.
“We look at this next year as difficult, but filled with opportunities,” said Lori Schwartz, director of the Media Lab, during a press call on Thursday. “Online advertising is expected to grow, because marketers are looking for more accountability.”
That growth, however, also creates new challenges for agencies, as new media and technology companies like Microsoft and Google seek a larger share of online advertising and consumer attention. IPG, for one, plans to work as closely as possible with these potential competitors.
“Rather than approaching it from a fear point of view, we plan to keep our hands in the pie with them,” Schwartz said.
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