RECESSION AND THE SEARCH FOR RETURN ON INVESTMENT MARK ONLINE ADVERTISING
Posted: Sun Jan 19, 2025 4:29 am
The fall in advertising investment on the Internet due to the global recession and the bad publicity that is often produced in the written press on this medium mark a sector that is torn between the ease of demonstrating the effectiveness of a campaign and the reluctance of advertisers to contribute through the Internet.
However, this sector has been able to withstand the bank data crisis much better than traditional media, due to its lower costs and now that many technology companies are investing in research to prove the benefits of online campaigns, the Internet is emerging as a sector seeking maturity.
“We are seeing the maturation of online advertising with technology companies ensuring high ROI for advertisers,” Ravi Belani of consultancy Draper Fisher Jurvetson told ClickZ . “That trend is the norm across all investments.”
For many analysts, the crisis has even helped the sector, as it has forced marketing professionals to seek efficiency and segmentation on the Internet, as well as developing a whole line of reliable measurements.
Belani believes that the recession was a boost to market consolidation, which is growing in a healthy way and with fewer attempts at fratricidal between entrepreneurs. He is therefore optimistic and believes that in 2010 technology companies will obtain disproportionate returns on investment from their online advertising.
However, this sector has been able to withstand the bank data crisis much better than traditional media, due to its lower costs and now that many technology companies are investing in research to prove the benefits of online campaigns, the Internet is emerging as a sector seeking maturity.
“We are seeing the maturation of online advertising with technology companies ensuring high ROI for advertisers,” Ravi Belani of consultancy Draper Fisher Jurvetson told ClickZ . “That trend is the norm across all investments.”
For many analysts, the crisis has even helped the sector, as it has forced marketing professionals to seek efficiency and segmentation on the Internet, as well as developing a whole line of reliable measurements.
Belani believes that the recession was a boost to market consolidation, which is growing in a healthy way and with fewer attempts at fratricidal between entrepreneurs. He is therefore optimistic and believes that in 2010 technology companies will obtain disproportionate returns on investment from their online advertising.