Screen Digest: Online Ads Will Fall 5% In '09

  • April 9, 2009
While U.S. online advertising grew by 10% overall last year, fourth quarter trading suffered a dramatic slowdown, according to analysis released Thursday by media analyst Screen Digest.

The analyst group therefore anticipates a 5% fall in 2009, and, online advertising is not immune from the economic recession.

Screen Digest's view of the market for 2009 is based on the U.S. IAB's recently released full year report for 2008.

Online display advertising grew by 8% for the full year, which was much lower than its previous growth of 26% in 2006 and 31% in 2007.

The fall of the display category would have been deeper had it not been for the growth of the online video format that nearly doubled in 2008, according to Screen Digest.--Gavin O'Malley

1 comment about "Screen Digest: Online Ads Will Fall 5% In '09".
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  1. Gian Fulgoni from 4490 Ventures, April 10, 2009 at 9:01 a.m.

    Gavin: we also need to recognize that not only did video advertising grow in Q4 but banner ads did also. The culprits that contributed to declines in display-related online spending in Q4 were rich media and sponsorships. Is this all driven by relative pricing?

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