Media Agencies Confident About Online Ad Budgets in 2010
This year's New Media Age annual survey of leading Media Agencies sees the sector as 'confidently optimistic' about the growth of display and search budgets in 2010. Online advertising continues to defy the trend of declining ad investment with display budgets set to grow by 6% and search budgets by 9%. The consensus however is that the first six months of the new year will show a cautious increase in ad spend whereas there will be a significant relaxing of budgets in the second half.
A main prediction for key budget impetus in 2010 is video, which Agencies predict will see a potential gold rush of ad spend. This is displayed with the emergence of successful services such as SeeSaw and Hulu, as well as the evolution of existing properties like YouTube into a viable platform for long-form content. The rollout of improved video tools is said to be a major catalyst for ad spend growth.
Other areas that are increasing optimism in the industry are Search, which will be boosted by competition from Bing and social networks, as well as the increase of mobile devices providing high-quality web experiences.
