A decrease in ad spend is good news?

Sometimes its hard to pick out the good news from constant bad news but I think for the most part us Scrappy Upstarts have a significant advantage in this down time, we just need to be aware of it in all the ‘bad news’ data.

A very recent 42 page analysis from Morgan Stanley, “Internet Advertising Trends” reports ad spend could decline as much as 4% next year. While its bad news for google, LinkedIn, Facebook, and my 9-to-5 employer, Incisive Media, it can mean good things to a scrappy upstart.

Rapid inventory combined with CPM should make for low cost online ads. In other words, decreased ad spend overall means lower cost ads for you

Also measurability - Ad publishers will be forced to make sure their customers ads are performing. Expect to see more robust metrics and easier to use analysis letting you know if your ads are performing.

We’re seeing ad impressions increase with a significant CPM decrease

1) Internet usage growth remains strong

2) Search share gains remain relatively robust

3) Performance-based advertising seeing success

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