Infectious Greed Editor Paul Kedrosky seems to think we as consumers are shifting to the exact opposite: prudent savings. And that, could be a very, very bad thing for ad spending, especially online ad spending.
Kedrosky predicted that online ad spending would contract 8% to 9% because of this fundamental shift in the consumer’s mindset, or what he calls, “The new normal.â€
So why is the new normal so abnormally bad for the online ad marketplace? Because, he says, “we as consumers are worth less.â€
Specifically, he says, we are saving more to pay down debt, but we are not spending more on the categories that are the underpinning for the online ad industry, things like automotive, finance, etc.