Mediarun Search Marketing News
Search marketing 'will perform less well this year'
October 20th 2009
Online consumers are likely to be clicking less on paid search marketing adverts during the economic downturn, it has been claimed.
This may have impacted on the size of the online market, which has led to a revision of 2009 online ad spending forecasts by eMarketer.
The research and analysis firm has revised down its spending prediction to $22.8 billion (£13.9 billion) in the US, predicting declines of 2.9 per cent for the year.
Commenting on the new forecast, eMarketer senior analyst David Hallerman explained that search marketing and classified ads are "highly influenced by overall economic attitudes and activities".
He said: "With less shopping, people are doing fewer commercially based searches, and therefore clicking less on paid search ads.
"And classifieds depend on employment and real estate, both of which will likely remain soft markets for a few more years."
ZenithOptimedia's global ad expenditure decline was also revised this week to 9.9 per cent, down from 8.5 per cent in July.
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