While a majority, 52 percent, of executives plan to increase their ad spending on online media, that is down from 68 percent who planned to boost their online ad spending in the fall, according to Advertiser Perceptions. Online ad optimism has eroded, with 72 percent of executives optimistic in the spring and 76 percent in the fall of 2007.
Mobile advertising is the only medium other than cable TV to have shown a consistent progression upward. Most traditional media other than cable TV, have shown a continual erosion
API’s semi-annual omnibus studies survey about 1,500 executives in the spring and fall of each year at major marketers and advertising agencies who have responsibility for buying or approving media buys. The index is derived from asking ad execs to describe whether their plans for buying each medium will “increase,” “maintain,” or “decrease” over the next six months. A score heavily weighted toward “increasing,” is deemed “advertiser optimism,” while one weighted heavily on “decreasing” is considered “advertiser pessimism.
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