Survey: Mobile ad budgets to grow despite media downturn
Although advertiser optimism is waning across traditional media categories, more than half of advertisers and agency media buyers anticipate raising their budgets for the mobile platform, according to a new survey conducted by market research firm Advertising Perceptions. Among the 1,811 online, print, TV and mobile media professionals who participated in the survey, 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.
For more on the Advertising Perceptions survey:
- read this AdAge article