Online advertising will fare better in the recession than television and radio, according to an industry expert.
Online lead generation will do better during the recession than other forms of advertising, according to an industry insider.
Simon Mansell, managing director of marketing company TBG, claimed that television and radio advertising will struggle more than online marketing, because they are used to build up a brand over time.
He noted that another factor which will help online lead generation is that 25 per cent of the media that people are exposed to is on the internet.
"Online advertising is traditionally used for direct response which doesn't generally diminish during a recession as people still need to bring in customers," added Mr Mansell.
Although he commented that the amount spent by consumers online is not as much as it could be, but he felt that it was only a matter of time before this situation changes.
Because of the amount of time people spend on the internet, he felt more transactions would begin to take place online.
Mr Mansell made his remarks following the release of research by the Advertising Association, which indicated that online revenues remained fairly stable in the second quarter of the year, while newspaper income dropped by 27.6 per cent.
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