When the recession finally comes to an end traditional media advertising will not come out of the doldrums. Newspapers, television and radio will continue to suffer decreasing advertising sales as internet placement continues to grow.
A new study just released by the European Interactive Advertising Association, found 70% of advertisers claim their allocated online ad spend is set to rise in 2009, with almost half (46%) saying the spend will be redirected from magazines (46%), newspapers (32%) and television (37%).
Radio advertising budgets, while being cut, have been least affected by online advertising, with only 12% reallocating their spending online, a 6% decrease from 2008.
The results reveal that online is playing an increasingly important role in overall advertising strategies, with 47% of advertisers saying online is an important factor in the marketing mix, up from 38% last year.
Advertisers who see online advertising as essential are also increasing their mobile budgets. Almost one third of advertisers (30%) claim to use mobile tools like text, within their advertising strategy.
Editorial Staff: By Jeff Bressler (firstname.lastname@example.org)
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