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SOME INTERESTING PREDICTIONS
FOR 2009
eMarketer, that trusty analyst of economic and digital trends, predicts that spending on search marketing will grow by almost 15% this year, bringing the total to $12.3 billion. Despite the fact that growth in 2009 will be slower than in previous years, the gains still will be higher than in any other major form of advertising, on or offline.
Similarly, the research firm reports that total US Internet ad spending will increase by 8.9% to $25.7 billion. This may sound high, but it is the lowest per year gain for online advertising ever. But that is still substantially higher than growth figures posted by other media. Online retail sales, with the exception of travel, will post a modest growth.
The analysts at eMarketer anticipate substantial enhancement of self-serve advertising systems on My Space and Facebook, allowing consumers and businesses to buy and sell real world goods and services. They also predict that Twitter will be acquired this year, although it turned down an offer last year from Facebook. The new buyer will undoubtedly use it to offer targeted marketing and analytics to advertisers.
Not surprisingly, eMarketer anticipates the highest declines in advertising will be felt by newspapers. TV ad spending in the US will decrease by 4.2% to $66.9 billion. Broadcasters will be forced to refocus their business model to create more programming online along with a variety of other changes.
It is shaping up as a most interesting, albeit rather frightening, year.
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