Search advertising has been the bedrock of the online marketing industry during the economic downturn, it has been suggested.

According to digital marketing company eMarketer, search advertising has played a crucial role in propping up digital marketing platforms during the recession and an increasing number of marketers are set to use search in the coming months.

Karin von Abrams, senior analyst at eMarketer, said the popularity of search advertising is attributed to the platform’s strong and reliable levels of return on investment.

Speaking at the interactive advertising and technology conference ad:tech, she said: “We think that even after the economy and the online economy bounce back, we’re still going to see an increasing commitment to search.”

Ms von Abrams noted that rich media and video will also gain momentum but search will enjoy the most popularity for at least the next two years.

According to ZenithOptimedia, internet advertising will grow by ten per cent this year.

Related Topics: General Marketing