The American Advertising Federation survey mentioned in the upfront post — 140 ad execs responded to questions about digital media trends — includes some other interesting nuggets:
— 62 percent say blogs are still “too risky to advertise with due to lack of predictability of the editorial content.” Slightly less than that — 53 percent — say user-gen content is too risky. But an overwhelming majority said advertisers should “exploit” viral marketing opportunities.
— 63 percent say Fortune 500 companies are “generally behind the curve when it comes to online ad strategy.”
— 58 percent say they personally are struggling to manage existing online efforts “let alone stay ahead of the curve.”
— 42 percent say paid search is the highest ROI platform. Spending will increase to 11 percent in 2006 from 9 percent of the online budget in 2005. — Display advertising will increase to 28 percent in 2006 from 22 percent last year. Press release. Executive summary (doc).
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