Bellwether finds net spend on the rise
Online ad spend continues to surpass expectations, despite a fall in overall budgets, said the latest Bellwether report.
Marketing budgets in Q3 were lower for the second quarter in a row; the
steepest fall since the Iraq war in 2003, it said.
However, budgets for internet spend continued to be revised upwards by
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Of all respondents to the survey, 27 per cent said their online budget
had risen and only three per cent reported a decline.
The figures showed the rise in online spend was equal to the first
quarter of the year, which saw the third-largest gain since the survey
began in 2000.
According to the report, the internet now accounts for about four per
cent of total marketing spend, which has increased from less than two
per cent five years ago.
The report added that growth of overall ad spend would remain weak in
the final quarter of the year.
Although marketing spend is still set to have increased for 2005-06 as a
whole, growth for the year will be less strong than originally
anticipated.
Bellwether said the downward revisions to budgets were commonly blamed
on disappointing sales and profits as business conditions steadily
deteriorate over the course of a year, which was, in turn, linked to
weaker consumer spending and higher energy costs.
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