Global online adspend falls

07 August 2009

FRAMINGHAM: Global online adspend declined by 5%, to $13.9 billion (€9.7bn; £8.3bn), in the second quarter of this year, with Asia Pacific being the only region where revenues improved on an annual basis, IDC, the research firm, reports.

The company's Worldwide and US Internet Ad Spend Report 2Q09 stated that web ad expenditure in the US fell by 7% on an annual basis, to $6.2bn, in Q2, after a slide of 5% in the first quarter.

Search was said to be the most resilient medium in America, while display contracted by 12%, and classified shrank by an even more substantial 17%.

Almost all major publishers also recorded double-digit declines in ad sales, with Google, somewhat unsurprisingly, being the "only exception" to this trend, the company found.

Karsten Weide, program director, digital media and entertainment, at IDC, argued that "the industry will continue to see losses in the third and fourth quarters, but the growth rates – or the loss rates, if you will – will eventually begin to improve."

"However, we also believe the industry may have to wait until mid-2010 until it sees real growth again," Weide added.

Data sourced from IDC; additional content by WARC staff