Home  › Marketing › Strategies

Microsoft: No Online Ad Growth till 2012

  |  June 12, 2009   |  Comments

A Microsoft exec in Brussels yesterday illuminated the firm's attitude towards surviving the bleak economy with a humorous anecdote.

clickz_ukandeu.gifThe online ad industry faces a bleak few years, according to John Mangelaars, Microsoft's regional VP consumer and online International division for EMEA.

Speaking at the Interactive Advertising Bureau Europe's Interact Congress in Brussels yesterday, he said he expected little recovery in the online ad sector until 2012 at the earliest. "From a Microsoft view, we don't believe budgets will go up any time soon, and I'm talking the next three years."

He added that even established industry firms may not be as well placed as they might think. "There's a good chance some significant players will disappear. Not a lot of people are making money from online at the moment."

In addition to economic woes, Mangelaars also highlighted increased efficiency as a factor likely to stifle continued growth. "A lot of laziness has gone away. If marketers are reaching their goals with [their current budgets], why would they spend more?"

Ultimately though, he didn't seem too worried about Microsoft's own ad business, reeling off an anecdote about a grizzly bear (the economy) chasing two friends (industry competitors). As Mangelaars told it, one friend turns to the other and says, "I don't need to run faster than the grizzly, I need to run faster than you!"



Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.