Today, eMarketer cut its forecast for 2008 online ad spending 6 percent from its forecast in October. It now expects advertisers will spend $25.8 billion on Internet ads. eMarketer is forecasting growth of online ad spending between 16 to 17% per year from 2009 to 2012.
Now, I think we can agree that 16 to 17% annual growth is an impressive figure, can't we? Especially given the fact the weak economy is being factored into this forecast, I don't think this sort of double-digit growth is anything to sneeze at.
But that's not what you'd think if all you did is read the headlines:
- The Recession Will Hit the Web from BusinessWeek
- Bear It: Online Ad Spending Predictions Dip from Adotas
- Web ad spending forecast revised with economic woes from Reuters
Ironically, the article that appears on eMarketer's own Web site has an upbeat headline: "Online Advertisers To Spend Through Turbulence."
Those who write headlines just can't help themselves from either hyping or slamming Internet topics, but I suppose that's how they get people to click and read.