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Online advertising expenditure ‘rising despite economic downturn’
Monday 27th April 2009
The amount of money spent on web-based direct marketing is set to rise over the course of this year, according to new figures.
Research featured in the European Interactive Advertising Association’s (EIAA’s) Internet Ad Barometer found that 70 per cent of marketers claim their budgets are rising this year.
It was also found that money used for online promotions is generally being reallocated from platforms including TV, newspapers and magazines.
Alison Fennah, executive director of the EIAA, said online is “coming into its own” as firms increase their focus on return on investment.
She added: “Market conditions are tough, yet online is continuing to innovate and emerging formats such as mobile advertising and online video advertising look set to become big players in the next few years as brands see the benefit of cross-platform marketing campaigns.”
The publication of the report has come after figures from ZenithOptimedia found that the value of advertising budgets is set to fall by 6.9 per cent.