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BizReport : Advertising archives : August 24, 2009

ANA: Marketers beginning to spend again

Despite economists certainty that the US recession is nearly over, advertising agencies and businesses aren't biting. Although, there is good news to report for the past six months. According to the latest information from the Association of National Advertisers (ANA) marketers budget cuts have slowed and new projects are beginning to speed up.

by Kristina Knight

Marketers continue searching for ways to cut costs. Reducing travel expenses, reducing budgetary areas and even asking for more cost-effective ways to operate. But, new projects are once more taking precedence. The report finds that only about 53% of marketers are being asked to delay or eliminate new projects; six months ago nearly 60% were asked to do so.

Here are some interesting findings from the report:

• 81% of marketers are reducing travel costs
• 74% reducing ad/media budgets
• 71% trying to identify cost reductions
• 64% reducing ad production budgets

"The economic climate remains tough for marketers, but has improved ever so slightly in the past six months. Today, 87% of marketers are challenged with identifying cost savings and reductions related to marketing and advertising--versus 93% six months ago," was ">written in the report.

What are marketers expecting over the next six months?

• 39% expect budgets to be reduced
• 44% believe budgets will remain the same
• 17% hope budgets will increase

Tags: ad agencies, advertising, advertising forecast, Association of National Advertisers, online advertising

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