Traditional vs. Internet advertising in 2009?
Posted by Anna Chertkova @ December 1st, 2008 in Marketing Analysis
Internet advertising might become an island of stability in the midst of the world financial crisis. According to Barclay’s analysts, U.S. advertising revenue is forecasted to fall in 2009, with declines in most media but hitting newspapers and magazines the hardest.
Newspaper ad revenue is estimated to fall by 12% in 2009, while magazine ad revenue is expected to be down by 12.5%. TV and radio will also be hurt.
The situation for the UK’s advertising market hardly looks better: Credit Suisse Securities predicts that in 2009 the industry as a whole will decrease to 5% compared to 2008, with the exception that this forecast might pick-up as the year 2008 draws to conclusion. According to Citigroup’s analysts, forecast for the UK TV market decline by 6%.
Credit Suisse equally gave the most pessimistic prognosis of the Russian advertising market which is expected to decrease over 10%. It is said to be the gloomiest forecast among those recently prepared by assessing companies. CSS is particularly unenthusiastic about radio (-19%) and TV (-14%) advertising.
Only Internet advertising is expected to increase over 2%. According to Arkady Moreynis, Chief Product Officer at Rambler Media, one of Russia’s most popular internet brands, brings one peculiar feature to our attention: advertisers are starting to look for inexpensive and efficient ways of advertising and comments, “…that is why it’s only normal when they go for Internet advertising as one of the most effective advertising techniques in terms of expenses/result correlation”.
At this point, it is fair to say that digital advertising is continuously offering more opportunities for expansion due to its targeted nature and the ability to track the effectiveness of ads, this way offering more opportunities for expansion than traditional media.
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