Marketing Budgets Growing Despite Lackluster Economy
targeting, accountability key. Rich media and video hot.
from AICPA Custom Media Solutions
Just one in eight (13%) marketing execs plan to
revise their budgets upward this year, but among those who are upping
the ante, nearly half say Online is the channel that will get the
greatest share of the increase, according to a nationwide survey
of senior business marketers conducted by BtoB Magazine
last month. One in six (16%) said Direct Mail would see the greatest
increase, 13 percent said Events would see the greatest up-tick;
nine percent indicated Print would and just three percent cited
U.S. advertising online will continue thrive in
this sluggish economy — a 23 percent increase is projected
for 2008 by market research firm e-Marketer. While slower than some
may have hoped for, online advertising's position is pretty well
cemented right now as the fastest-growing media in terms of ad spending.
"Several elements unique to the Internet will
support continued U.S. ad spending growth even if other media falter,"
said David Hallerman, senior analyst at eMarketer.
"The greater ability to measure ads online
will likely encourage marketers with reduced budgets," Mr.
Hallerman said. "Those same marketers are finding that the
audiences they need to target are spending more of their media time
on the Web."
Search will account for
the largest portion of online ad spending in 2008, at 40 percent,
but analysts say that share will decrease somewhat over the next
half decade as the proportion of dollars flowing into rich media
and video advertising is expected to double.