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There is a large group who has argued that online ad growth would be fine in a recession because businesses would shift their ad dollars into more targeted and
by mlinsey 18y ago
There is a large group who has argued that online ad growth would be fine in a recession because businesses would shift their ad dollars into more targeted and more measurable and results-oriented mediums. I haven't really believed this argument - even if it's true then owning a bigger piece of a smaller and smaller pie can't be sustainable for every long. Even so, this argument should still be taken seriously, and data that might disprove it is therefore newsworthy.
- helveticaman 18y agoI think there will actually be a certain amount of this; that is, advertising dollars will migrate to the web, at the expense of traditional media. That being said, overall ad spending will fall, spending on traditional media will get hammered, and online ad spending will also get hurt, just not as much as traditional advertising.