Is Digital Media Recession Proof?
The short answer is no. No media is recession proof. However in the current economic environment digital media becomes increasingly important for advertisers who are seeking measurable return on investment. Experts are predicting that our economic woes will continue over the next 18-24months. As a result brands (clients) will be looking to promote their business (product or service), engage existing customers and attract new ones for MUCH smaller budgets. It should come as no surprise that paid search is still the king when it comes to pay-for-performance media. It’s trackable, measurable and extremely cost effective. Look for ad networks to benefit from this down turn economy as well. They offer buying models that your traditional placement sites don’t such as cost-per-click (CPC). Other areas (tactics) that advertisers and agencies will have trouble staying away from in the coming year will include mobile, social, widgets (mini apps) and tighter targeting tactics such as contextual, behavioral and hyper targeting.
