A Microsoft exec in Brussels yesterday illuminated the firm's attitude towards surviving the bleak economy with a humorous anecdote.
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!"
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT