Internet ad spend to continue despite the crunch, says eMarketer

Web-based advertising spending will continue to be a rapid area of growth despite the ongoing effects of the global credit crunch and alterations in the media habits of consumers, according to eMarketer.

David Hallerman, senior analyst at the online trends forecaster, makes his assertion after the publication of data predicting that advertisers in the USA will spend $24.9 billion (£13.11 billion)

"Even as the potent mix of a misfiring economy and consumers' changing media habits shave advertising dollars from traditional venues such as newspapers and television, internet ad spend will continue to grow rapidly," he said.

The data suggests that increased investment in this sector will reduce spending in traditional areas, with eMarketer stating that television advertising spend is predicted to shrink in 2009, before resuming growth in 2010.

Meanwhile, web resource FuelNet today stated that brands "rise and fall" on marketer's abilities to manage their virtual space, noting that options for online advertisers increase on an almost daily basis as new formats emerge.