Although the overall advertising market is expected to decline in 2009, several recent reports are still projecting an increase in the on-line advertising space.
Most recently reported in the Wall Street Journal, overall advertising spending is expected to decline from 3% to 7% globally in 2009. Publicis Groupe media agency ZenithOptimedia expects U.S. ad spending to drop 6.2% in 2009 to $161.8 billion. WPP’s agency GroupM sees a decline of 3% to $157 billion. UBS sees a decline of 6% in 2009.
And although the overall advertising pie is shrinking the growth of the Internet marketplace is outpacing the contraction in the overall market, pulling advertising dollars away from other more traditional advertising platforms. According to GroupM, online ad spending is expected to increase 5% in 2009. Although this represents a significant drop from the 18% growth in 2008, it is still growth.