IAB: Online Ad Spending Slipped 5.4 Percent In Q3
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The final numbers for Q3 are in from the Interactive Advertising Bureau and the main takeaway is that things may actually be looking up—or less worse, depending on your disposition. While online spending was down 5.4 percent to $5.5 billion in Q3, it’s slightly better than the $5.4 billion spent in Q2, according to the trade group and its regular research partner, PricewaterhouseCoopers.
After a year of economic disaster, the strong desire to find some bright spots is understandable. So far, most of the hopes are pinned on next year, with others waiting for 2011. Some optimists even suggest that the turnaround is happening right now. Last month, JP Morgan analyst Imran Khan surveyed a group of 20 major media buyers and 45 percent said ad spend in the latter six months of ‘09 will be up between 5- and 9 percent from h109 levels.
SEE ALSO: IDC: Global Online Ad Spend Has Bottomed Out—But Real Growth Won’t Show Until Q1
But most expectations are for a mild recovery at best—and no one is expecting a return to the growth heights of 2006. Even in JP Morgan’s relatively positive survey, a clear majority said they would still be spending less in just about every ad category, including search, where 65 percent expected to restrain their budgets compared to last year.
@davidaKaplan
Nov 24, 2009 11:36 PM ET
Posted In: Advertising, Research & Metrics, Research
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