Sunday, September 23, 2007

FT: Sorry Henry Blodget, Online Advertising is Poised for Growth

Counter to Henry Blodget's opinion that the mortgage sector crisis may bring a downturn in online advertising spending, the Financial Times has an interesting piece today giving an entirely different outlook, which may be beyond Bodget's ken.

Mortgage advertisers, estimated to account for 3.4 per cent of US online advertising, might scale back spending if there is a recession, but the effect would be limited. “The greater robustness of online advertising, the prevalence of paid search as the primary ad format and great geographical diversity of revenues of the large players make a repeat of the 2001-2004 bubble scenario unlikely,” said Sanford Bernstein.

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