eMarketer lowered its forecast predictions for online ad growth to 23%. A downward revision from Novembers forecast of 28.5%. The revision is than due to a recession. Through 2012, eMarketer predicts robust growth in rich media/video advertising, from 9.7% share in 2007 to 18.5% in 2012.
David Hallerman, a senior analyst with eMarketer said that the popular websites on the Internet will have problems monetizing their traffic, "for example, the most popular sites in social networking where the amount of traffic and the amount of ad dollars don't match up. Maybe they won't," Hallerman said.
"While a foundering economy will certainly affect online ad spending, accounting for the revised estimate, the Internet will support continued ad spending growth even as other media may falter," an eMarketer statement says.
The growth in online spending still outpaces all other media spending, and traditional properties will likely shift more resources into this growing market.
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