Mobile Ad Budgets Set to Increase as Print Cutbacks Continue

March 11, 2013

This article is included in these additional categories:

Agency Business | Broadcast & Cable | Digital | Magazines | Mobile Phone | Newspapers | Social Media | Television

AIR-Ad-Spending-Outlook-Mar201364% of advertisers will increase their mobile ad spending over the next 12 months, according to results from an Advertiser Perceptions survey, as reported by Ad Age. The article notes that CPG advertisers (who accounted for 5% of all online advertising dollars in H1 2012) are the most bullish about their mobile ad investments, with two-thirds predicting an increase against just 2% expecting a cut. Meanwhile, agencies have a sunnier outlook on mobile advertising than marketers.

While on the whole, mobile ad budgets seem to be on the increase, the opposite is true for print. Just 18% of the more than 1,200 respondents said they would increase their ad spending on magazines, compared to 26% who forecast a decrease in those budgets. Even worse off: national newspapers. Only 1 in 10 will spend more on newspaper ads over the next year, while 35% are expecting cut backs. National newspaper ad sales dropped by more than 10% year-over-year in Q3 2012, according to the latest figures available from the Newspaper Association of America.

Meanwhile, somewhat predictably, respondents to the Advertiser Perceptions survey were more optimistic about their digital ad spend, with 51% forecasting an increase, and 44% keeping steady on their spending.

Other Findings:

  • Respondents were more than twice as likely to say they’ll be increasing (27%) rather than decreasing (12%) their cable TV budgets. And while 60% will maintain their broadcast spend, 24% will increase them, versus 17% who will cut back.
  • 49% expect to increase their social media spend, although that’s a step back from 59% who predicted an increase last year. Another 44% will maintain their current spending levels.

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