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24 Sep I came across this interesting comment in AdWeek - "Hallerman said that while economic conditions will, naturally, impact ad spending, Internet should be relatively safe in '08. "The Web is not going to be the first thing they cut," he said. "When times are tough, brands tend to gravitate to something they can prove to their bosses. Cover your ass becomes more important." According to the article "Pure-play online advertising was the fastest-growing sub- segment of the pure-play Internet market, surging 36.3 percent last year to $15.11 billion, driven primarily by the national online ad market, particularly search advertising, per VSS." The article points out that while there is a lot of discussion around digital and web 2.0 - the bread and butter is in search and display advertising.
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September 2007 Agree branding will always be cut back. I don't think online branding will be as recession proof as say pay-per-click. But for those doing oline branding they are probably doing other forms of branding too such as press, TV, etc - the other types will be very hard to measure and prove and so will be dumped quicker than online - even a banner you can at least measure clicks - all other forms of offline branding are very difficult to track let alone measure effect.  Reply
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September 2007 Good find Jackie.
I 100% disagree with the title (even though it made me read the blog post)  Online advertising will not be recession proof. As we all in business know, one of the first expenses cut (apart from staff) is marketing and online advertising is definitely in that bucket.I do however agree a little that people will continue things that can be measured, however we are starting to see more and more "brand" advertising again in online marketing and that will be instantly cut, followed by any ads that are not giving great returns. Reply
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