News about our economic situation is ubiquitous. As we approach the Holiday season, generally a time of loose pants and spending, people are tightening their belts. Typically, advertising is seen as the turkey and herded off to the block.

However, advertising covers a large area. Analysis is predicting that impact of the economic downturn will be slow growth not a reversal. What’s more, this analysis is supported by the continued strength of online search ads.

While large companies are reducing the amount of their overall advertising budgets, they are still experiencing a generous ROI for their online marketing. In fact, when compared to offline segmentation, online advertising is still incredibly viable. The two markets' differing trajectories signify that while cash-strapped companies are spending less on overall advertising than they had planned, they continue to move dollars from traditional channels in favor of the Internet — what analysts call the "secular shift."

After all, this economically stilted climate does not encourage experimentation. Instead, accountability, measurability, becomes critical. Advertisers are more inclined to invest in a format they can trace to a deliberate consumer action when they are under pressure to make every dollar count.

The measurable return-on-investment that search provides has led many experienced advertisers make even bigger investments in the third quarter.