Research: Most Media Planners Plan To increase Online Ad Spending This Year

Money - dollars

Almost four out of five European media planners expect to increase their online spending this year, but the internet will attract less than a quarter of all ad spend, according to figures from 14 countries compiled by Neo@Ogvily/Planetactive and SKOPOS (via WARC.com). The planners predict online will take 24 percent of the spend in 2009 — that’s slightly above the the 19.2 percent the sector received in 2008, according to Advertising Association figures out last week.

We often hear ad agencies’ and online publishers’ views on the outlook for the digital economy, so it’s revealing to hear the views of media planners, who decide which media to use to boost their clients’ campaigns. Seventy-seven percent of the 873 planners polled respondents agreed that online offers a higher degree of flexibilty than other media, but only 44 percent said the medium allowed them to “easily” reach their audience. One third of planners use email marketing regularly, a quarter use display or online search, and only seven percent use more than one social-media tool.

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