In a recessionary environment that has hit other media sectors with greater force, Internet advertising revenues in the U.S. were at $5.5 billion for the first quarter of 2009, according to the numbers released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). The figure represents a 5% decline over the same period in 2008.
“Interactive advertising has taken its rightful place as a fixture on marketing plans across sectors, which means we aren’t immune to broader economic trends,” said Randall Rothenberg, President and CEO of the IAB. “Nevertheless, consumers are spending more and more time with interactive media. For this, and other reasons, interactive media continues to gain share of marketing spend. We’re confident that growth will resume as the U.S. economic climate improves. Interactive advertising is the most accountable way to reach consumers—and in this economy, digital media will be a core component of any successful marketing campaign.”
David Silverman, PwC Assurance partner, echoed the observation that interactive advertising has been less affected by economic conditions than other media. “Current economic conditions are clearly challenging,” Silverman said. “Nonetheless, interactive media continues to consume a larger piece of the overall advertising pie.”
