Online advertising is set to grow in 2009, despite the current economic downturn, it has been claimed.
According to technology research company Forrester, internet advertising expenditure is likely to continue to rise this year, even though previous predictions suggested that the market would suffer.
Nate Elliott of Forrester wrote on the company website that online advertising budgets will increase in Europe by as much as ten per cent, regardless of the biting recession.
He added that advertisers will turn to rich media and video advertising in order to achieve a greater return on investment.
Indeed, such rich media is set to account for 59 per cent of European online display advertising spending by 2013.
He explained: "To prosper during the downturn, interactive marketers should look for value in highly targeted display ads and seek opportunity in the improved performance of contextual ad networks like Google's AdSense."
Although online advertising is poised to grow in 2009, Mr Elliott noted that the ten per cent rise is still down from 30 per cent annual growth in 2007, when the market was at its peak.
Recent data released by ad revenue optimisation company PubMatic supported this notion, when it revealed that online ads are to be hit hard by the recession.
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