While online advertising budgets were "hit harder" than expected this year, internet spending may rebound in 2010, according to a senior eMarketer analyst.
Karin von Abrams, senior analyst at eMarketer and author of a new report titled UK Online Advertising: Spending on Trends, suggested that while all industry sectors have suffered from budget cuts in 2009, spending on internet marketing services could increase by next year as the economy recovers.
She added that as more than 20 per cent of all advertising budgets will be spent by online marketers in the UK this year, it represents a resilient market in spite of the credit crunch.
"The economic crisis seems to be actually accelerating the shift of marketing funds online," she added.
Figures published this week by Zenith Optimedia suggested that in spite of a "disappointing" first quarter for global advertising growth, a "mild" recovery is expected in early 2010 – fuelled in part by the Vancouver 2010 Winter Olympics, mid-term elections in the US and the FIFA World Cup.
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