Threat to 2009 Online Video and Social Network Ad Spending

Based on a new Myers Reports survey of digital advertising media buyers and planners online video and social network advertising growth this year could be considerably less than expected while online display and search advertising could be slightly better As marketers retrench and concentrate budgets with media they perceive rightly or wrongly to be tried and true agency buyers and planners appear to be gunshy in recommending new optionsIn context this is relatively good news for the online display advertising business which buyers and planners project will increase five percent in 2009 compared to our projections of just one percent growth issued in December It39s also comparatively good news for online search advertising The 200 executives surveyed last week by Myers say online search ad budgets will increase 106 percent compared to the 80 percent growth originally projected by Myers in our December forecastThe notsogood news is for emerging online media options including online video and social network advertising which Myers originally projected to grow 25 overall in 2009 and 35 in 2010 Respondents to the Myers survey however are far more conservative 2009 Online PrePostRoll Video Advertising Projected 2009 Spending 76 amp160 amp160 2009 Online InBanner Video Advertising Projected 2009 Spending 61 amp160 amp160 Online Social Network Advertising Projected 2009 Spending 36 amp160While Myers uses multiple sources and input for our overall forecasts original inmarket research is a primary contributor and this new data argues that both media sellers and agencies should be considerably more conservative in their 2009 planning estimates for these categories than they might be currentlyHowever online video social network usergenerated and widget related advertising represents just a fraction of total online advertising Overall online advertising is projected at more than 25 billion in 2009 of which less than 15 billion is represented by emerging categories Search advertising is projected to total more than 13 billion and online display advertising will generate nearly 115 billionStill for those companies that are dependent on growth in the emerging sectors of video and social networks the conservative estimates of media planners and buyers is further evidence of economic uncertainty and fear that is undermining the total industryTomorrow we will report on a new survey of network television buyers and planners projecting network scatter and Upfront conditionsJack Myers advises media companies agencies and marketers on economic issues and growth opportunities He can be contacted at jmjackmyerscom

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Threat to 2009 Online Video and Social Network Ad Spending

Author

Publish date

Channel

Jack Myers

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Threat to 2009 Online Video and Social Network Ad Spending

Enjoying This Commentary? There's More to Love

Jack Myers

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies