According to a recent poll by KPMG, media and advertising executives expect more than a quarter of media time and spending to move away from traditional channels. At the same time, they believe that mobile and social media advertising will be gaining momentum.
KPMG polled more than 200 media, marketing and advertising executives in collaboration with AlwaysOn, the venture capital new media organization. When queried about major changes in the industry today, 49 percent of respondents indicated that the pullback of advertising dollars is the most disruptive force in media today, followed closely by mobile devices becoming personal computers (40 percent).
Some of the other key results of the survey include:
“Social networking and mobile marketing are just two of the relatively new media forms to enter the marketing mix, but they are already showing just how integral they will be in the near future,” said Brian Hughes, KPMG Partner and Co-Leader of the Venture Capital Practice. “Not only will these new forms of media continue to see increased utilization by marketers and advertisers in the near future, but they will continue to capture increasing attention from the investment community.”
Read the full KPMG press release