Online advertising during a recession: 5 key trends for ad-based startups
On Andrew Chen Blog "recession advertising" Ultimately, the dynamics here are complex and uncertain, but here some of the key trends worth watching if you're an advertising-based startup: Accelerating movement of offline to online ad spend Brand areas weak, direct response will be less affected Weak areas to watch: Video, social networks, communication, etc. Rise of direct-to-consumer revenues? Timing is everything 1) Acceleration movement of offline to online ad spend advertising spend is already shifting online from other types of media. In brand advertising, dollars are moving from TV onto high-quality publishers on the internet. An article from AdAge last year articulates this theory : Many analysts now agree that when marketing budgets come under pressure in a stressed economy, those sectors that can best document their connection to ROI, such as search-engine advertising, are far more attractive to corporate chiefs than other kinds of less-trackable traditional...
