In today’s FT, Aline van Duyn reports that online ad spending will be immune to economic downturn, and may even benefit:

Indeed, pressure on companies to cut costs if the economy softens could even hasten the switch in spending from traditional media to more targeted and measurable digital forms.

“…If marketing budgets shrink, and they are often the first to be cut in a downturn, digital will still continue to grow,” said Eric Bader, managing director of digital at MediaVest.

“The focus will be on advertising that can be measured for effectiveness, and online will gain share relative to television, newspapers or radio.”

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