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Slump prompts focus on targeted, accountable ads
With ad budgets coming under growing pressure from a contracting economy, we asked Christopher Vollmer, who leads Booz & Company's North American media and entertainment practice, for his views on how the downturn will impact the digital media landscape. Vollmer is the author of "Always On: Advertising, Marketing, and Media in an Era of Consumer Control," released earlier this year. ds
Online Media Daily: Given current economic conditions, how do you see online advertising shaping up next year?
Vollmer: For marketers, the focus for the fourth quarter and 2009 will be on advertising that works. Marketers are looking for advertising environments that are targeted, accountable and interactive--all of those dimensions continue to benefit online.
Furthermore, most major marketers are still ramping up their online efforts and online still represents a comparatively small percentage of their overall media mix. Sectoral challenges in big spending categories such as auto, financial services and retail may result in slower growth in overall online spending, but online's share of total ad spend should still increase in 2009.
Highly measurable online advertising that is tied directly to lead generation and/or sales, such as search ads, in particular should experience continued growth.
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