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On Media: Navigating Choppy Waters (Issue 4)

September 2008

Online advertising through the downturn - weathering the storm

• Recent reductions in GDP have resulted in a shift in overall ad spendonline, with search in particular set to dominate the market with 30 per cent growth rate in the UK in 2008.
• Despite the economic environment, and in line with the cultural transition set by the net generation, large proportions of this reduced spend is now being spent online.
• Advertisers are leaving online display behind and turning towards formats that are more measurable and demonstrate return for investment.
• The current economic downturn has begun to impact advertising spend, however, online is out in front weathering the storm and navigating safe passage through the downturn.

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