At this point it would be stupid to deny that the noose is tightening on the advertising business. It is tightening but not suffocating. Myers Publishing has assured that profits will be lower than in 2008 in all areas of the business, although everything points to the fact that the digital sector will be the one that will weather the crisis with greater grace, at least in the United States.
According to data from the consultancy firm bc data india published in AdAge , revenues from newspapers, magazines, radio and yellow pages will fall by 9%. The good news is that, although to a lesser extent than in 2008, online advertising will continue to grow.
This already accounts for 12% of total marketing investment. Myers estimates that average growth in 2009 will be 2.7%. Predictions differ depending on the format. Everything points to the fastest growth being experienced by social networks and online videos. They will do so at 25%, followed by search engine marketing at 8% and display marketing at 1%.
Other market research firms such as Copenheimer and Co, Jupiter Research and Borrell Associates disagree with Myes' forecast. They expect online advertising to grow by at least 21%, 14.8% and 7.2% respectively.