Online Marketers Say Digital Spending to Fall 10%-20% in ’09 – Advertising Age – Digital

New York private equity firm Halyard Capital took an informal survey of attendees to get a sense of where they see the market next year, and most predicted digital-marketing budgets would be down 10% to 20% overall from 2008.

But among the gloom there was a little good news for social networks. Some current logic dictates that social media such as Facebook, MySpace and Bebo will have a tough time in a downturn, as marketers take fewer fliers on media they still consider experimental.

Well, 68% of AdTech’s attendees responding to Halyard’s survey said social networking is in the “strongest position to expand” among alternative marketing channels over the next two years, compared with a quarter who said branded entertainment.

Some 62% cited mobile as the platform the will grow the most in the next two years compared to others, while 15% said ad networks would gain share, which may indicate just how many ad networks there are — and how many attend AdTech.

Only 8% said search marketing would outpace other areas in terms of growth. Wishful thinking, perhaps?

via Online Marketers Say Digital Spending to Fall 10%-20% in ’09 – Advertising Age – Digital

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