Marketers now earmark on average 15% of their media budgets for nontraditional outlets, according to a new survey by the American Advertising Federation. And 73% of those responding said they now allocate up to 20% on emerging or innovative media.
Just over 10% of those surveyed said they still earmark all of their budgets for traditional media, while 12% said they direct up to 40% of their ad dollars to nontraditional venues.
The survey polled approximately 1,000 ad industry leaders, the AAF said.
A majority of those polled (80%) said that the pace of change in media in 2006 was faster than in the previous year. And almost 60% said they anticipate the pace of change to accelerate even more in 2007.
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Just over 10% of those surveyed said they still earmark all of their budgets for traditional media, while 12% said they direct up to 40% of their ad dollars to nontraditional venues.
The survey polled approximately 1,000 ad industry leaders, the AAF said.
A majority of those polled (80%) said that the pace of change in media in 2006 was faster than in the previous year. And almost 60% said they anticipate the pace of change to accelerate even more in 2007.
Would you like to comment?
Join Diigo for a free account, or sign in if you are already a member.