Advertisers plan to up spend, but not on mobile or digital

Figures released by Advertiser Perceptions show that advertisers are planning on spending more money in the coming 12 months. However, the areas in which they plan to increase advertising spend are somewhat surprising.

by Helen Leggatt

Advertiser Perceptions' CEO Ken Pearl believes the biggest surprise from his firm's survey is that advertisers are increasingly optimistic in a weakening economy.

The bi-annual survey of more than 3,200 marketers and advertisers found that those working for the biggest consumer brands are optimistic about raising ad spending in the coming 12 months, more so than they have been in the previous four years.

However, it was the areas in which ad spend increases were planned that surprised me. Despite the hype of mobile and social it was traditional media - national newspapers, magazines, broadcast and cable television - at which the dollars were directed.

Indeed, ad spend on mobile and digital is flat, although Mr Pearl points out that this doesn't signify a reduction in spend just that advertisers are maintaining current spending levels.

"Advertiser optimism generally foreshadows increases in ad spending," said Pearl. "After three waves of improving and now steady optimism, the outlook for advertising in 2011 is positive overall."