Global Ad Outlook Improves: Internet, Especially Search, Is Main Engine

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

4/7/10, MediaPost

Online ad spending continues to be the bright spot, and the main source of traction in what appears to be an improving global advertising marketplace, according to the most recent in a quarterly series of ongoing tracking studies released this morning from Publicis’ ZenithOptimedia Group.

“The rise of the Internet continued uninterrupted during the downturn – in fact, the downturn probably accelerated the shift of budgets from traditional media by focusing advertisers’ minds on the importance of measurable return on investment,” the agency’s reported noted, estimating that the Internet’s share of the overall advertising marketplace will jump to 13.9% this year, making it the third largest medium worldwide behind TV’s 40.6% share, and newspaper’s 21.7% share.

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