Ad spending on the "true measure"

Even in the Lehman Brothers declared bankruptcy, Merrill Lynch acquired by Bank of America, the United States government rescue of these AIG Before the turmoil started, researchers had already lowered the forecast for online advertising. In August this year, market analysts eMarketer put this year's Internet ad spending forecast for the reduction of 24,900,000,000 U.S. dollars, issued in October last year, the forecast was revised.

Internet advertising will increase 25.6 percent decline last year to this year's 17.4 percent.'s Growth rate next year will be even slower, to 14.5%. EMarketer senior analyst David. Hallerman said: "as a result of economic recession, online advertising will slow down growth."

Hallerman also pointed out that some, including AIG, the largest financial services company has cut TV ads, in the past few weeks, some for the public to eliminate their bad debts, or at risk of increased concern and publicity.

Some mainstream brands may increase the period of economic decline in the high degree of measurable network in the area of expenditure, such as online advertising and search advertising is usually directly related to the sales. Search ad spending is estimated that the so-called display ads have not happened so bad. The main display advertising is to increase brand awareness or to change the mindset of the people, rather than direct sales promotion. Interactive Advertising Bureau senior vice president of marketing David. Doty said: "In difficult economic times, marketing personnel and advertisers will want to be able to have a true measure of the scale of its expenditure."

Unilever is the most active network of brand market. Unilever's top management officials said they will not cut network spending, even video and online games such new forms of advertising will not reduce expenditure. Unilever's senior marketing director Keith. Bob said: "We do not intend to cut network spending far as we are concerned, online advertising has become a mature, the nature of the tests did not."

But many in the ad network companies, we believe that Unilever is an exception. Many other marketing staff that part of the network's advertising budget, "with the pilot." Russell, president of Adify. Fula Ding said: "If a certain type of expenditure for three consecutive years does not appear in the ad budget, in the face of difficult, the most likely reduction is part of this expenditure. Any new growth will slow down."