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Industry News, 21/04/09
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Far from halting the advance of online advertising, the global downturn is set to accelerate the shift of media spend to the internet, according to a new report from Forrester Research.
The credit crunch and subsequent recession has resulted in Forrester upgrading its predictions for online’s share of European advertising spending in 2012: from 12.6 per cent to 14.6 per cent. The web will now account for over 15 per cent of all European advertising budgets by 2013, with online spend already topping €3 billion in the UK and €2 billion in Germany.
Internet advertising’s absolute growth rate will slow as a result of the downturn, but will remain in double figures at 10 per cent year-on-year. Online display advertising will grow by 4 per cent in 2009 before accelerating once again to 10 per cent growth by 2013. Forrester points to continued improvements in targeting in arguing that online display ads offer particular value for money in the current climate.
Rich media and video advertising are projected to play an increasingly central role in the online display advertising market, with 59 per cent of all money spent going towards these formats in 2013. The report points to the importance of richer creative formats in further improving the performance and appeal of display advertising.  |
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