Agencies are the hurdle to faster adoption of new/emerging media.
October 19, 2007
In a survey among nearly 400 Marketing and General Management leaders on new and emerging media, we learned that advertisers plan to move more resources to these areas soon and they need more help from their Agency partners to get there. This summary will share the learning from these respondents.
The study reviewed traditional media which we defined as—television, print, radio, direct mail and outdoor versus new and emerging media. Thus, new and emerging includes online.
A key question posed to the participants revolved around their media spending allocations on a current versus an ideal basis. If a gap existed, the participants provided a time frame to close it. Further, we probed the hurdles to achieve their ideal media spending allocations and how well their Agency partners are helping them.
To view report CLICK on link below (Adobe Acrobat Reader required):
http://www.theglobalmarketer.com/pdf/media%20survey%20summary.pdf>
