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The internet was the only medium to which marketers said they devoted more spend in the first quarter of 2011, according to the IPA/BDO Bellwether.
Overall, the balance of movement in marketing budgets was down for a second consecutive quarter, “in response to public sector spending cuts and rapidly rising cost pressures”.
EMEA digital head Matt Simpson (IPA Digital Media Group chairman): “With continued uncertainty it is unsurprising that companies continue to move their media budgets towards online in an attempt to record the direct benefit of every pound spent. With consumers becoming ever more digitally enabled it also should not be unexpected that online’s share grows and supports the overall advertising figure.”