Gundersen Partners<\/strong> has completed a study among 377 senior marketing executives on new and emerging media. Only 55% of these currently allocate more than 10% of their budget to new media, although this will rise to 80%. Lack of information is the most widely cited reason for this gap.<\/p>\nThe survey found that the spending mix will shift strongly in favor of new media in the future as follows:
\n\u2022 20% of companies allocating less than 10% of their budget to new media,
\n\u2022 52% will spend from 10% to 30%, and
\n\u2022 28% will spend over 30%.<\/p>\n
The study defined traditional media as television, print, radio, direct mail and outdoor versus new and emerging media, which includes online and mobile.<\/p>\n
Regarding the speed of this change, 35% said they would reach their ideal spending mix within one year, and 80% said they would achieve their goal within 2 years.<\/p>\n
Information is one of the key barriers to this change.
\n\u2022 nearly 40% of respondents cited insufficient knowledge as a barrier,
\n\u2022 33% felt they did not have enough time to evaluate the options. <\/p>\n
Additionally, according to the study, agencies did not score well in meeting advertiser information needs for “educating and exposing clients to new\/emerging media”. <\/p>\n
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