Over the last 18 months the world media has not shied away from stories of financial sorrow and woe, of facts and figures highlighting the doom and gloom in the business world, especially in 2009.
In stark contrast to this, the online advertising industry looks to have weathered the storm remarkably well, and a recent study from Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP presents a very different perspective – “The UK internet advertising sector increased revenues by 4.2% to £3.54 billion in 2009, up from £3.35 billion in 2020.”
More impressive than this is the data that shows that, since the dot com crash of 2001, global on-line advertising spend has increased year-on-year, including 2009. The IAB study also shows that the second half of 2009 was healthier than the first half, with online advertising expenditure increasing by £25.6 million to £1.78bn between July and December. During the first half it accounted for £1.76 billion.
Recession? What recession? The Interactive Advertising Bureau’s (IAB) latest data shows that the U.S. online advertising revenue hit an all-time high of $6.3 billion in Q4 of 2009, a 2.6% increase over the fourth quarter of 2020 and a 14% increase over Q3 of 2009.
Despite negative reporting from our global media, the impact of the credit crunch and subsequent recession does not seem to have impacted online advertising in 2009, especially in Q4.