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

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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.”



Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, and with Threshold Media.