Advertiser Perceptions: Optimism down for 2008

The forecasts predicting an upswing in online advertising and an increase in budgets may have been a bit off, at least for the first six months of 2008. According to the most recent Advertiser Perceptions survey, advertising executives have doubts about the online spend increasing at high rates this year.

by Kristina Knight

The survey found that 76% of advertising executives not feel that online ad budgets will increase; a decrease of 3% over the last survey. About 21% of executives feel budgets will stay the same.

Online budgets aren't the only ones to suffer. According to the survey 16% of advertising executives and media buyers expect the share of radio advertising to increase; in the spring of 2007 26% of marketers expected radio's ad budget to increase.

Broadcast television has also seen a decrease. Only 22% of executives expect budgets to increase in the broadcast arena compared to 29% in spring '07.
Magazines and newspaper budgets are also expecting a decline (24% and 37% respectively). Outdoor advertising budgets could see a 22% decline. Meanwhile mobile is also expected to slide a bit, from 55% expecting an increase to 48%.

Advertiser Perceptions surveyed 2,047 advertising executives in October and November 2007 to compile these results.