Growth in online advertising declines

The seemingly endless growth in online advertising - particularly the more elaborate ads - might finally be taking a hit from the struggling economy, a New York Times article suggests.

The seemingly endless growth in online advertising ads – particularly in more elaborate ads – might finally be taking a hit from the struggling economy, a New York Times article suggests.

This downturn could also affect online publishers that might be getting less money for the ad space they do sell. According to a study from PubMatic, large Web publishers will fare the worst.

The report notes mixed results from Yahoo and Google, but also a trend of shifting to shorter-term online advertising, noting examples from WebMD Health and Weather.com.

Savvy marketers, however, are using this to their advantage.

Michael Hayes, SVP and managing director for Initiative Interactive, said some clients are looking for more targeted campaigns on smaller sites, rather than broad buys.

Betsy Lazar, executive director for advertising and media operations at General Motors, added that digital will continue to play a vital role, no matter the climate: "... digital is even more important to be able to talk to those consumers who are in market.”

Also:

Studies show that women are quickly trumping men as the main users of social networking sites, prompting a next-generation wave of these sites tailored to the female demographic.

Nintendo Wii jumped onto the fitness bandwagon with the release of its “Wii Fit” game today, which comes with a balance board. Marketing and advertising leading up to its release focused on its healthful benefits and includes zen-like pictures of women and men in fitness poses, including yoga.

Looking to boost its value in the eyes of investors, a Chicago suburb, Downers Grove Village Council, is considering market research to create a community brand.

With ongoing protests directed at this year's China-held Olympics, one of the Game's major sponsors, Visa, is taking a subtler approach to its campaign.

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