Search to lead recovery in online ad spend in 2010
In Europe and especially the UK, search will further increase it’s slice of the online spend – up from a 3% increase expected this year to a healthy 4% increase in 2010. The IAB’s latest AdEx study predicts that the market will begin to thaw, with more expected growth trends presenting in the online sector. Through the more challenging year that 2009 has been, most businesses have rallied around the more ‘tried and tested’ formats. Those that deliver measurable results and have a positive impact on the bottom line. Search in particular has benefited from this trend, and will continue to this end into 2010.
As confidence builds around the benefits and returns generated by search engine optimisation especially, it would be right to assume that not only the ad spend will improve, but investment behind this, too.