The marketing research organization ZenithOptimedia Group has lowered their forecast for online advertising spending in 2009 but predicts online will be the only advertising medium where any growth is expected this year.
Here is a Clickz article on the report and also one from Mediapost's Online Media Daily that goes into a little more detail.
According to the Mediapost article, ZenithOptimedia attributed the Internet's strength compared to other media to "its accountability and innovation in ad formats" as well as the continuing success of search marketing.
Breaking the U.S. predictions down by channel, search advertising is expected to grow 9%, with online classified ad growth at 1.8% and traditional display (AKA "banner" ads) expected to decline 1.8%. Newer formats, such as video and online radio are growing more rapidly but represent a much smaller "piece of the online advertising pie".
I'm glad that both the accountability of online advertising and the continued growth in search marketing continue to get press, particularly with all the attention social media is getting lately. While Twitter is the media darling these days, PPC and SEO search marketing just keep chugging along. Don't get me wrong, I'm not anti-social media, but being in the trenches each day developing online marketing strategies and managing ad campaigns for both B2C and B2B clients, I know what's working and PPC search, SEO, PPC banner campaigns, and house email campaigns are still the main tools of the trade that produce measurable results.
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