Optimistic European ad spend outlook

Search will fare best as interactive marketers focus on highly accountable direct response advertising, while display advertising will be hardest hit in this recession just as it was in 2002, Forrester.

"Online will be hurt, just with all channels during a recession, but the fact is that online is in a better position than offline."

  • European online ad spend growth slowing to 10% in '09, from 30% in '07.
  • WPP's GroupM, Enders Analysis, and E-Consultancy anticipated year-on-year growth under 10%.
  • Display set to bear the brunt of cutbacks
  • Advertisers turn to the accountability of Search
  • Dwindling demand and falling inventory costs will create opportunities for savvy advertisers.
  • Advertisers also increasingly turning to video, which will grow to around 60% of European display spending by '13

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