Disqus
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]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
