Advertiser Optimism Report: All Media, Not Just Digital, Could Benefit
NEW YORK (AdAge.com) -- Whether the arrows on the chart indicating upward movement turn out to just be a slight bump off the bottom of the market or the start of a long and constant climb, marketers and agencies, according to Advertiser Perceptions' latest Advertiser Optimism Report for Fall 2009, are feeling more optimistic about increasing ad spending in all media. And yes, that even includes local newspapers and magazines.
The study, which surveyed more than 1,500 marketer and agency media decision makers between September and October of this year, found that, among these groups, overall optimism as it relates to ad spending over the next 12 months is improving. And, according to the study, it's not just the new flashy media like digital and mobile that the industry is amped about as more traditional outlets start to generate some, albeit slight, positive momentum.
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