Online advertising ‘a good option during a recession’

The internet represents a “very useful” means of advertising during a recession, an industry insider believes.

“It’s even more useful than during regular times,” says Tsafrir Peles, co-chief executive officer of DSNR Media Group.

One potential benefit from the downturn for online advertisers, Mr Peles believes, is that people are going out less and as a result are spending greater amounts of time on the internet - which means they “generate more conversions”.

Another advantage of conducting online campaigns is that they are particularly measurable and accountable, he adds.

The Internet Advertising Bureau recently published its Online Ad spend 2008 report, which found that internet advertising has grown faster than any other mainstream advertising medium over the past 12 months.

It revealed that the UK advertising market as a whole declined by £65.6 million but online grew by £348.3 million.