The economic slump that sapped the online advertising industry could be coming to a merciful close, according to IDC. The research firm has reported that digital advertising not only ended a three-quarter slide in the fourth quarter of 2009, but that period’s spending set a new record.
eCommerce Guide has the report on IDC’s latest ad figures, how eBay played a pivotal role, and the latest revenue rankings for the big three search players.
Following three successive periods of decline, spending for online advertising bounced back in the fourth quarter of 2009, posting a record high by measure of absolute dollars, according to research firm IDC.
Sapped by the economic downturn, online ad spending fell 2.4 percent over the course of 2009, sliding from $27 billion in 2008 to $26.4 billion.
But the fourth quarter saw a return to growth with record spending of $7.4 billion, up 4.5 percent from the $7.1 billion recorded in the year-earlier period.
In IDC’s forthcoming report on the advertising economy in the fourth quarter credits eBay’s (NASDAQ: EBAY) strong finish to the year with propelling the online classified ad segment to new heights.