Predictions Report

Online Advertising Predictions For 2009

How The Downturn Will Affect Marketers' Online Plans

January 27th, 2009
With contributors:
David Card , Christine Overby , Emily Bowen

Summary

Despite a predicted online advertising growth rate of 12 percent, offline budgets will decline in 2009. Interactive marketers of all types will be pressured to squeeze as much value as possible from their online spend. Marketers will be looking to make more of technologies like targeting and measurement, while high-end advertising such as video will still attract brand marketers but must prove its value. Marketers' relationships with agencies and publishers will strain as marketers take a more active role in managing their data and media buying.

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