According to a new survey by “Advertising Perceptions”, advertisers and agency media buyers are anticipating a raise in their mobile advertising budgets, despite optimism declining across the traditional categores.
Apparently, buyers are most pessimistic about traditional channels like broadcast TV, magazines, newspapers, radio and outdoor, with a majority of respondents stating they expect to decrease their budgets in those media over the next six months. Broadcast TV and newspapers face the greatest skepticism: 30 percent of respondents said they expect spending in broadcast to decrease in the next six months, and for national newspapers, 44 percent forecast a decline in spending.
But new-media outlets like mobile, cable TV and online fared much better in the Advertising Perceptions survey. Fifty-three percent of buyers said they anticipate an increase in mobile ad spending, with only 9 percent expecting a decrease. In online, 72 percent of respondents expect jumps in spending, with just 4 percent fearing a decrease, while for cable, 28 percent anticipate a spending increase compared to 20 percent expecting a drop.
That is heartening for Mobile, and perhaps not so good for the traditional advertising channels – but at the end of the day, if these stats are merely signalling shifting trends, perhaps the data can be viewed as reactive indicators, rather trend-setting….
[Via: Fierce Mobile Content]