Online Ad Sellers' Direct Response Grumbling Could Backfire

摘要

As global ad dollars continue to shrink, even the trendiest new media is feeling the pinch. Internet advertising - a rocket-fueled $23.4 billion market in 2008 - was down 5 percent during this year's first quarter. ROI is the new mantra for even old advertisers, much to the chagrin of an unexpected suspect: the online ad industry itself. Some online marketers are expressing regret that the format exploded on the strength of direct response arguments. Faced with plummeting click-through-rates and free-falling click-to-buy numbers, the industry that owes its quick growth to its DR positioning,rnshows signs of beginning to backtrack.