Interestingly, Scanzoni said the ad recession of 2009 won't be nearly as severe as the ones that occurred either in the dot-com bust triggered recession of 2001, or the previous one that occurred in 1991, because he said advertising budgets had not been running up as quickly this time leading up to the overall economic crash.
"We're not coming off a huge growth uptick," he said, implying that 2009's comparisons with 2008 wouldn't be as severe as earlier recessions as a result.
He also said that the ad recovery would lag the overall recovery by 6-8 months. Marketers still need to get their message across to audiences and online still has great appeal to run a measured campaign despite it all.
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