The Global Online Media Landscape: Indentifying Opportunities in a Challenging Market
While 2009 will not be a banner year for online advertising revenues, online will once again outperform all other media. China will likely be fl at to down, partially due to the global slowdown but more importantly because it will be hard to match the Olympics-related surge during 2008. The U.S. and Japan will be fl at to up slightly. There will be pockets of signifi cant (25+%) growth, but it will be limited to small-to-mid sized advertising countries such as Brazil, and throughout Eastern Europe and Southeast Asia.
The longer-term prospects for the global online medium continue to be bright. Led by social media, search, video and the continued online ramp up of the leading marketers, online’s share of total advertising spend will continue its steady upward trend as we emerge from the current recession. And given the increased focus on all things digital by the leading packaged goods companies, online’s share of commerce will continue to rise as well.