Online ads to "weather the fiscal storm"

Online marketing is set to survive the economic downturn as advertisers seek to shift their expenditure to more measurable and effective methods, it has been asserted.

Advertisers are shifting away from traditional media in search of a more targeted audience, eMarketer states.

The organisation makes its assertions with reference to a recent study by the Internet Advertising Bureau in conjunction with the World Advertising Research Center and PricewaterhouseCoopers.

According to the results of the research, online ad spending grew to £1.7 billion over the course of the first six months of 2008 - a 21 per cent increase in comparison to the same period during 2007.

Commenting, senior analyst at eMarketer Karin von Abrams, states: "Most web users are using online channels more than ever to keep on top of events, make their lives more efficient and help their money go further.

"This can only boost advertisers' desire to put their messages in front of online consumers."