• January 30, 2009

Senior executives at advertising, marketing and interactive firms suggest the economic downturn will create unique opportunities for the industry, especially companies in emerging marketing and media, according to the AdMedia Partners 15th annual survey "Merger and Acquisitions Prospects for Marketing Services and Internet Marketing Firms."

Respondents believe overall advertising spend will decline 5% this year, but expect 5% growth in interactive advertising, as well as their businesses. Most online categories got the nod, particularly word-of-mouth, social media, search, mobile marketing and behavioral and contextual marketing.

In fact 77% expect word-of-mouth/social media marketing to grow in 2009, compared with 76% for search marketing, 75% for mobile marketing and 70% for behavioral/contextual marketing. Some respondents noted pessimism about display advertising, suggesting "banner ads will become pure commodity." --Laurie Sullivan