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2009 forecast: The Internet will be a buyers' market

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New York—According to a new report by eMarketer, marketers will continue to stretch their budgets next year, making use of cost-efficient online ad placements. However, the report also indicated search marketing will remain somewhat recession resistant through 2009.

Search marketing will continue to grow next year, eMarketer said, rising 14.9% over its 2008 levels to $12.3 billion, bolstered by its inherent measurability, as well as the propensity of Internet users to click through more often in the search for deals.

In addition, eMarketer forecast that video ad spending growth will run counter to overall economic developments, rising by 45% in 2009 to reach $850 million. The company said this will be due to the sharp escalation of professional video content on the Web, combined by a continued desire of marketers to strongly engage customers.

As for other forms of marketing outreach, eMarketer said small and niche social networks will have a tough time gaining traction, including those that have been special-built by marketers to support their brands. Also on the down side, U.S. TV ad spend will decline 4.2% in 2009 following a 2.9% drop this year, and newspapers will see their own ad income decline by 15.9% after a 16.4% decline in 2008. —Christopher Hosford

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