This is an interesting case in point of a digital media manager that indicates the changing mindset of clients looking to leverage the reach of Internet. Tyler Townsend, who plans web-based advertising for travel clients in Orlando, had nearly £75,000 to spend - on behalf of a Caribbean island based visitors bureau. This client did not think about branding; it instead wanted action!

So Mr. Townsend created a complex campaign. He bought advertisements on Budget Travel, and he also bought the home page of Lonely Planet for a week. He made use of custom ad networks, which comprised travel-themed web sites, and another, which would place the advertisements only on high-end web sites.

Last year, Mr. Townsend pointed out that many clients were happy to spend just for ‘raising awareness’. Since January, however, everyone is (getting) retail-oriented. They demand as many clicks for the money spent, he added.

So far, the possibility of an economic recession has not really slowed the ad budget flow to the Internet as Google’s strong results have demonstrated. However, as Mr. Townsend’s experience indicates, the slowing economy might well be changing where and how those ad budgets for online campaigns are being earmarked and spent.