“Online Ad Spend Set To Grow By Up To 35 Percent In 2009”
A January 29 article on ArabianBusiness.com (UAE) reveals findings from a Booz & Company report that regional spending on online advertising is expected to grow by 25-35 percent as a result of the economic downturn. And that shift from print to online advertising in the regions will continue as budgets are slashed, according to “Game Not Over,” the name of the report. “Online advertising is cheaper compared to other mediums such as television and print and is far more targeted,” said Booz & Company Partner Gabriel Chahine (Middle East). According to the report, around 90 percent of marketers are focused on campaigns that are cross-platform and inclusive of digital media while 80 percent believe insights into consumer’s digital behavior will become more important to their brands.