Online advertising 'to rise in 2009'

Global online advertising spending is likely to increase by 8.6 per cent throughout the course of 2009, a new report has suggested.

According to ZenithOptimedia, the increase will come in a declining marketing sector, with expenditure on advertising expected to fall 6.9 per cent worldwide and 8.7 per cent in the UK, Brand Republic reports.

The figures may be of interest to firms that are looking to boost their client numbers during the recession by investing in improved lead generation techniques.

According to the firm, major markets across western Europe are likely to decline during 2009, with France, Italy and Germany all expected to see falls in marketing investment.

However, this trend is likely to be reversed next year, the company suggested, with spending in such areas "to increase in 2010, with the exception of Italy".

The internet is likely to be the only medium that will see higher investment throughout the course of 2009, Zenith stated, as its "accountability and innovation" will lead to firms continuing to utilise it as a lead generation method.

Eyeconomy recently suggested that online marketing is better placed in the economic downturn than many other advertising methods, but noted that many firms are showing "a degree of caution" when launching campaigns.

Written by Julian Poulter and Copyright "Selling People 2009"