US Online Advertising Draws Strength from Economic Jitters

25 September 2007

NEW YORK: Despite tremors in the economy and threats of a credit crunch - conditions usually associated with an adspend squeeze - US online marketers think this ill wind might blow some good.

Opines MediaVest managing director of digital Eric Bader: "The focus will be on advertising that can be measured for effectiveness, and online will gain share relative to television, newspapers or radio."

The industry says it is no longer as susceptible to economic downturn as in the last US recession when many companies went to the wall.

Increased confidence in targeted web spend, bolstered by the dynamic growth of Google and its ilk has made "a repeat of the 2001-2004 bubble scenario unlikely," says New York financial research firm Sanford C Bernstein.

Data sourced from Financial Times online; additional content by WARC staff