publication date: Mar 26, 2008

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author/source: Miles Galliford

Online Advertising Set to Grow During Recession

Online advertising is much more targeted and measurable than other traditional advertising channels, so is becoming the preferred port of call in stormy weather. By the end of 2009 online advertising will account for 10% of all ad spend, so there is still plenty of room for growth.

This migration to the web and the greater focus on targeting niche audiences bodes well for specialist online publishers. Advertising should be an important revenue stream for all content websites.

It is also useful to understand which areas of online advertising are growing fastest.

Whilst search will continue to dominate, the greatest growth in advertising spend will be rich media and video.

All website owners should take note and start to plan on producing multimedia content. Audio and video ads are becoming more common and this trend will continue. The ads are likely to appear at the beginning and end of podcasts, streamed audio and video clips.

As many entrepreneurs are planning to downsize their businesses, online publishers should be looking to make the most of the shift of off line revenues onto the web.

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