Online Ad Spend Increasing As Recession Progresses

Oct 17, 2008 by Mark Maier

A new MediaPost Research Brief tells us that ad spending online is increasing at the expense of traditional media.
"According to a new Epsilon CMO Survey, Chief Marketing Officers at many of the biggest brands in the nation are seeing a major shift in the marketing landscape. 63% of the 175 marketing executives surveyed see an increase in their spending on interactive/digital marketing while 59% report a decrease in traditional marketing spend."
The report goes on to detail exactly what has happened with spending...
"Interactive/Digital Marketing:

• Decreased? 14%
• Increased? 63%
• Stayed the same? 23%

While Traditional Marketing

• Decreased? 59%
• Increased? 13%
• Stayed the same? 29%

Source: Epsilon, September 2008
Where are the areas of interest?

"Social computing (including word of mouth, social networking sites, viral advertising, etc.) was the most popular emerging channel with 42% of marketing executives expressing interest in adding it to their marketing mix

Blogs were the second most popular emerging channel: 35% of marketing executives want to pursue blogs and 19% already use blogs

Almost one-third of CMOs mentioned Podcasting as an area of interest: 31% are interested in adding Podcasting to their marketing mix and 18% already have.

Mobile devices also elicited interest: 29% are interested in Mobile Devices (Phones/PDAs) and 22% have added them to their marketing mix "

To read the complete article click here , to read the Epsilon survey, click on the pdf icon below

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