Survey: Advertisers must increase new media budgets

Advertisers are only slowly accepting new media. That is the indication from a new survey which states that 45% of marketers allocate only about 10% of their ad budgets to new media.

by Kristina Knight

The survey was conducted by Gunderson Partners. Radio, television and newspaper are considered traditional media while online avenues are included in the new media category.

Respondents did indicate that a change is in the air, however, with only 20% saying budgets would continue on the 10% allotment track; 52% said in the coming months their budgets would shift to allot between 10% and 30% of ad budgets to new media; 28% of respondents said they would allocate more than 30% of the budget to new media.

"Of the hurdles mentioned, nearly 40% cited insufficient knowledge [lack of metrics] and 33% stated not having enough time to evaluate [metrics]. This would seem to provide an opportunity for Agency partners to add tremendous value," was written in the report.

Many marketers state that agencies are not forthcoming enough, with many of the survey respondents saying they were not given enough information about new media to make an informed decision about advertising. Respondents also noted that agencies don't provide enough exposure to new media advertising opportunities.