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Media planners want to invest more in digital
LONDON - Nearly four in five media planners across Europe want to invest more money in digital, according to a new study.
o2 was the biggest spender on digital marketing in the UK in 2008, according to Nielsen
Almost 80 per cent of 873 media planners surveyed across 14 European countries including the UK said that they want to invest more budget in digital marketing this year.
The survey found that media budgets are generally distributed between online and offlicne in an annual strategy rather than being relative to individual campaigns and changing circumstances.
More than three quarters of those surveyed said that they thought online media is flexible option for their marketing campaigns and 64 per cent said they could easily target different groups online.
Email marketing is the most well used digital marketing channel across Europe, according to the survey, followed by search and display advertising.
It also found that 2008 saw 38 per cent of online marketing campaigns being about branding rather than transaction and that this figure has not changed in 2009.
The Digital Marketing Compass 6 survey was carried out by WPP agency Neo@Ogilvy/Planetactive in partnership with market research company Skopos.
This article was first published on revolutionmagazine.com
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Does this really justify an article. For heaven sake "more this year??? " Really? That trend is just not so obvious, But wait money in digital is because it is flexible and can be targeted. This is just so janet and john.